THE CONSTITUTION OF INDIA

Chapter IV A FUNDAMENTAL DUTIESARTICLE 51AFundamental Duties - It shall be the duty of every citizen of India-(a) to abide by the Constitution and respect its ideals and institutions, the National Flag and the National Anthem;(b) to cherish and follow the noble ideals which inspired our national struggle for freedom;(c) to uphold and protect the sovereignty, unity and integrity of India;(d) to defend the country and render national service when called upon to do so;(e) to promote harmony and the spirit of common brotherhood amongst all the people of India transcending religious, linguistic and regional or sectional diversities; to renounce practices derogatory to the dignity of women;(f) to value and preserve the rich heritage of our composite culture;(g) to protect and improve the natural environment including forests, lakes, rivers, wild life and to have compassion for living creatures;(h) to develop the scientific temper, humanism and the spirit of inquiry and reform;(i) to safeguard public property and to abjure violence;(j) to strive towards excellence in all spheres of individual and collective activity so that the nation constantly rises to higher levels of endeavour and achievement;1 (k) who is a parent or guardian to provide opportunities for education to his/her child or, as the case may be, ward between age of six and forteen years.

1. Ins. by the constitution (Eighty - Sixth Amendment) Act, 2002 S.4 (w.e.f. 12.12.2002) PrefaceRetail sector plays a vital role in economic development of an economy. It employs a large numberof workforce and its contribution to national income is also substantial. In India scenario the retailsector employs about 8% of total working populating. Approximately 40 million people areemployed in 6 million retail outlets throughout the country. 22% of national income is accruedfrom this sector. The retail sector is classified in two categories - unorganised retail sector andogranised retail sector. The unorganized retail sector comprised various independent shops suchas kirana shops, cloth shops, utensil shops, medical stores, etc. These are traditional local shops in amarket place or in residential area. The other format of retailing is organised one. The organisedretailing in India is relatively new. During last twenty years, this sector has experienced very fastgrowth. From 5% of total retail in 2005, its present share is 16%. The organised retail formatincludes department stores, fast food outlets, supermarkets, malls, hypermarkets, specially storesetc.Our objective to start a vocational course in retailing for class X is that there are lakhs of studentswho want to do some job after finishing their schooling. A traditional course in school does notequip the students any specialization in any field. In India there is a huge pool of educatedunemployed persons. It is difficult to get a job after passing from schools without having acquiredvocational skills necessary for a job. According to an estimate only 12 percent students as are ableto go to various colleges in India. Rest 88 percent can be considered as drop-outs after their highersecondary level of schooling. Most of them do not reach to colleges because of financial constrainsbesides other reasons. Under the circumstances it becomes the responsibility of the concernedgovernment/authorities to provide meaningful vocational curriculum at the higher secondaryschool levels. So that after perusing a vocational course a student will be in a better position is jointhe job markets.To achieve this objective, CBSE (Central Board of Secondary Education) has started a lot ofvocational course in emerging areas for example Retail, IT, Automobile etc. After necessaryknowledge in retailing, the students will have an edge over others in getting jobs of their choice inthis sector as this sector is growing very fast and lakhs of manpower requirements have beenestimated to come up annually.In the present material on Retail the subject matter has been presented in a student friendlymanner by PSSCIVE, Bhopal. Efforts have been made to put before the readers the material in aform that could explain the real world of retailing in an interesting and lucid manner.Any suggestions, feedback from the readers from improvement in the future editions of the volumeshall be heartily welcomed. Sh. Vineet Joshi Chairman (CBSE) Acknowledgements Advisors1. Sh. Vineet Joshi, IAS, Chairman, CBSE2. Prof. R.B. Shivgunde, Joint Director, PSSCIVE, Bhopal3. Sh. M.V.V. Prasada Rao, Director (Voc & Edusat), CBSE

Editing & Coordination

Content Developed byPandit Sunderlal Sharma Central Institute of Vocational Education, Bhopal About the SectorA retailer is the one who stocks the producer's goods and is involved in the act of selling to thecustomer or consumer, at a margin of profit. Retailing is the last link that connects theindividual consumer with the manufacturing and distribution chain. It adds value in terms ofbulk breaking and providing a wide variety of goods and services to customers.

The retail industry is divided into organised and unorganised sectors. Organised retailingrefers to trading activities undertaken by licensed retailers, that is, those who are registered forsales tax, income tax, etc. These include the corporate-backed hypermarkets and retail chains,and also the privately owned large retail businesses. Unorganised retailing, on the other hand,refers to the traditional formats of low-cost retailing, for example, the local kirana shops, ownermanned general stores, paan/beedi shops, convenience stores, hand cart and pavementvendors, etc.

Organised retail can be catergorised by the type of products retailed as well as the by thedifferent kind of retail formats. The major retail formats include Department store,Supermarkets, Hypermarket, Specialist Stores, Convenience Stores, and Kiosks. The variousoperations involved in store operation and management include Store Operations, Back endoperations, Merchandising, Logistics and Distribution, Marketing, Procurement/Purchase,and Corporate Services.

The middle level jobs in organised retailing include (i) Store Assistant, who makes layout anddesign of store, (ii) Retail Junior Merchandiser, who assist customers in finding merchandise,introduce customers to new merchandise, and highlight product features in order to promotesales. (iii) Transport Assistant who held to transport the goods from store to customer house(iv) Billing Assistant who provides billing and handed over products to the retail bagger, (v)House Keeper in Retail who makes housekeeping in the store and (vi) Security Personnel,who secure the customers products, vehicles & guide them to entering into the retail outlets. IndexUnit-1: Retail Operations 1

Unit-7: Health Care and Personal Grooming in Retailing 191

Checklist 219 About the HandbookThis handbook is to assist you. This handbook should be worked upon in theclassroom, at the workplace or in your own time under the guidance and supervision ofyour teacher or trainer. This handbook contains sessions which will help you to acquirerelevant knowledge and skills (soft and hard) on various aspects of the units ofcompetency. Each session is small enough to be easily tackled and digested by youbefore you move on to the next session. Animated pictures and photographs have beenincluded to bring about visual appeal and to make the text lively and interactive foryou. You can also try to create your own illustrations using your imagination or takingthe help of your teacher. Let us now see what the sections in the sessions have for you.Section–1: IntroductionThis section introduces you to the topic of the Unit. It also tells you what you will learnthrough the various sessions converted in the Unit.Section–2: Relevant KnowledgeThis section provides you with the relevant information on the topic(s) covered in thesession. The knowledge developed through this section will enable you to performcertain activities. You should read through the information to develop anunderstanding on the various aspects of the topic before you complete the exercise(s).Section–3: ExerciseEach session has exercises, which you should complete on time. You will perform theactivities in the classroom, at home or at the workplace. The activities included in thissection will help you to develop necessary knowledge, skills and attitude that you needfor becoming competent in performing the task at workplace. The activities should bedone under the supervision of your teacher or trainer who will guide you in completingthe tasks and also provide feedback to you for improving your performance. Toachieve this, prepare a timetable in consultation with your teacher or trainer andstrictly adhere to the stipulated norms or standards. Do not hesitate to ask your teacheror trainer to explain anything that you do not understand.Section–4: Checklist for Assessment ActivityThrough this section you will be able check your progress. You must be able to answerall the questions before you proceed to the next session. Unit-1: Retail Operation Unit Code: RS-201 NQ- Unit Title: Retail Operations 2012Location: Duration: 15 hoursClassroom Session –1: Fundamentals of Retail OperationsRetail shop or Learning Outcome Knowledge Evaluation Performance Teaching and Trainingsupermarket, Evaluation MethodMalls 1. Understanding the 1. Fundamentals of 1. Chart out Retail Interactive lecture: Retail Operations Retail Operations. Operations. Retail Operations and 2. Importance of retail 2. Explain the highlight the operations various retail importance of Retail outlets Operations 3. Practice the retail Activity: operations Visit to a retail out-let stores & ask the students to make a report on importance of Retail Operations 2. List out the types of 1. Various types of 1. Classified the Interactive lecture: retail outlets Retail Outlets various types of On types of Retail a. Store based Retail Outlets Operations and its retailing 2. Identify the outlets b. Chain retailers functions of each Activity: c. Leased retail outlet Visit to retail stores, departmental 3. Demonstrate the organizations and stores knowledge of observe the types of all d. Non-store based daily tasks and Retail outlets and write retailing work routines at a small report on it. retail stores Session – 2 : Types of Retailers 1. Identify the ways 1. Retailers based on 1. Classified the six Interactive lecture: to categorized retail six factors factors based on On various Retail a) Target Market marketing Categories. Show the Served decision students chart on it b) Product 2. Explain the Activity: Offerings factors related Visit to Retail stores c) Pricing Structure with operations and assign the work to e) Promotional the students for Emphasis making project on f) Distribution marketing decision. Methods g) Service Level 2. Retail category of ownership structure 2. Describe the ways 1. Describe the 1. Demonstrate the Interactive Lecture:

1 and means of meaning and knowledge of Organizations Policies, meeting purpose of interacting with Standards and organization’s organizational other team Procedures of retail policies, standards, structure and members organization and procedures culture 2. Demonstrate the Activity: 2. Describe the knowledge of Visit to the retail outlet purpose of chain of interacting with and ask to note down command in a retail supervisor and the Policies, Standards business management and Procedures of 3. Describe the retail organization importance of organizational values 4. Describe the retail industry expectations of staff 5. Describe the meaning and importance of quality assurance 6. Describe workplace ethics Session 3: Trends in Retailing1. Identify the 1. Various segments 1. Identify the Interactive Lecture: segments for urban in Indian retailing various segment On various segments and Rural areas 2. State the meaning in Indian in Indian retailing. of private brand retailing Activity: retailing 2. List out trends in Visit to various retail 3. Describe the different stores for observation advantages and segments of various customers at disadvantages of 3. Differentiate different segments. online retailing and between online street shopping retailing and street shopping2. Find out the driving 1. Demographical 1. Identify the Interactive Lecture: forces in Indian factors, Plastic various growth On various driving retailing revolution, drivers in Indian forces in Indian urbanization, retailing retailing Transportation 2. Find out the Group Discussion: factors GD on driving forces influencing in Indian retailing growth drivers Session 4: Retail Selling Skills1. Identify the 1. Types of customers 1. Identify the Interactive Lecture: customers 2. Selling methods to customers Types of customers the customers 2. Estimate the Activity: customer Role Play to act on behaviour different methods for different customers

2 2. Observe the 1. Various categories 1. Categories body Interactive Lecture: Customer’s body of body language languages Customers body language 2. Physical 2. Identify the language appearance of the physical Activity: customers postures of the Role play on body customers languages and then dealing with customers. 3. Grasp the customer 1. Factors influencing 1. Identify the Interactive Lecture: attention grasping customer’s factors Discuss the importance attention. influencing the of customer, 2. Importance of grasping of the merchandise and sales customer customers people 2. Evaluate the Activity: customer Visit to the retail store importance in and observe how to retail grasp the customer environment attention for sale of goods 4. Approach to the 1. Describe the 1. Enlist different Interactive Lecture: customer in a better different types of types of Approach to the way approaches approaches customer 2. Common mistakes 2. Identify mistakes Activity: in approaching the while Visit to the retail store customer approaching the Identify mistakes while customers approaching the customers

Introduction

Retail operations refers to the work of

individual(s) to keep store functioning. Thisincludes retail sales people and managers inall type of stores, including small storeswith only a handful of workers and largechain stores with hundreds of employees.

It is general experience of shopping that it is

extensively planned before entering into theretail environment.

Sometimes decision of shopping any goods or item is made because of the layout anddisplay of products but not because of planned shopping list. Many times thesedecisions are made by someone working in retail operations. The main retail operationsinclude - Cash Handling, Safety and Security, Customer Service, Refunds and Returns,

3Visual Merchandising and Inventory etc. If you are interested in a career in this field, itis required that you probably have to have good communication skills and the ability tohandle difficult customers.

As a salesperson, you'll show items to

customers and explain these items' benefits orfeatures then complete the necessary financialtransaction if the customer decides to make apurchase. Your duties would be greater if youworked in management. You could beresponsible for ordering merchandise, pricingitems, designing displays, completinginventories, creating financial reports andmonitoring staff. As a manager, you mightperform all these duties for more than onestore, although if you needed assistance withany of these duties, you might delegate themto an assistant manager or store supervisor. Inthis unit the student will learn fundamentalsof retail operations categorize the retailers, trends in retailing and retail selling skills.

Session-1: Fundamentals of Retail Operations

Relevant KnowledgeSometime in your life, you must have gone with your parents for buying grocery andshopping various items for meeting your daily needs from a retail store. Shoppinggenerally refers to the act of buying products. Sometimes this is done to obtainnecessities such as food and clothing; sometimes it is done as a recreational activity.Recreational shopping often involves window shopping (just looking, not buying) andbrowsing and does not always result in a purchase. Retailing is extremely important toeveryone because without retailers we would not have access to everyday products thatwe need. Our lives would be very different if we could not 'pop to the shop' and buyvirtually anything we could want.

Retailing is a distribution channel function where one organization buys products fromsupplying firms or manufactures the product themselves, and then sells these directlyto consumers. A retailer is a reseller (i.e., obtains product from one party in order to sellto another) from which a consumer purchases products. In this unit, we will learn aboutwhat is retailing and how one can make a career in retailing. Retail comes from the old

4French word tailer (compare modern French retailler), which means "to cut off, clip,pare, divide" in terms of tailoring. Retail is the sale of goods and services fromindividuals or businesses to the end-user. It is usually classified by type of products asfollows:1. Food products2. Hard goods or durable goods ("hardline retailers") - appliances, electronics, furniture, sporting goods, etc. Goods that do not quickly wear out and provide utility over time.3. Soft goods or consumables - clothing, apparel, and other fabrics. Goods that are consumed after one use or have a limited period (typically under three years) in which you may use them.

Importance of Retailing

Retailing has become such an intrinsic part of our everyday lives that it is often takenfor granted. The nations that have enjoyed the greatest economic and social progresshave been those with a strong retail sector. Why has retailing become such a popularmethod of conducting business? The answer lies in the benefits a vibrant retailing sectorhas to offer—an easier access to a variety of products, freedom of choice and higherlevels of customer service.

Retailing is extremely important to everyone because without retailers we would not

have access to everyday products that we need. Our lives would be very different if wecould not 'pop to the shop' and buy virtually anything we could want. Retail haschanged our lives and changed the way we live. We are an extremely materialisticsociety and this is partly due to retail. The clever advertising and marketing done byretailers has created a world of people who feel as though they need to have everythingand buy goods to lead a happy and fulfilling life.

The fact that we can have virtually anything within minutes also emphasizes andencourages are materialism.

Types of Retail Outlets

5A market place: It is a location where goodsand services are exchanged. The traditionalmarket square is a where traders set up stallsand buyers browse the merchandise. This kindof market is very old, and countless suchmarkets are still in operation around thewhole world.

Small family run stores: In some parts of the

world, the retail business is still dominated bysmall family-run stores, but this market isincreasingly being taken over by large retailchains.

Department stores - very large stores offering

a huge assortment of "soft" and "hard goods;often bear a resemblance to a collection ofspecialty stores. A retailer of such store carriesvariety of categories and has broad assortmentat average price. They offer considerablecustomer service.

Discount stores - tend to offer a wide array of products and services, but they competemainly on price offers extensive assortment of merchandise at affordable and cutrateprices. Normally retailers sell less fashion-oriented brands.

Variety stores - these offer extremely low-cost

Demographic - retailers that aim at one

Mom-and-Pop - is a retail outlet that is owned

and operated by individuals. The range ofproducts are very selective and few innumbers. These stores are seen in local

6community often are family-run businesses. The square feet area of the store dependson the store holder.

Specialty stores: A typical specialty store gives attention to a particular category andprovides high level of service to the customers. A pet store that specializes in sellingdog food would be regarded as a specialty store. However, branded stores also comeunder this format. For example if a customervisits a Reebok or Gap store then they find justReebok and Gap products in the respectivestores.

General store - a rural store that supplies the

main needs for the local community;

Convenience stores: is essentially found in

residential areas. They provide limitedamount of merchandise at more than averageprices with a speedy checkout. This store isideal for emergency and immediate purchases.

low margins. The operating cost is comparatively less than other retail formats. Supermarkets: is a self service store consisting mainly of grocery and limited products on non food items. They may adopt a Hi-Lo or an EDLP strategy for pricing. The supermarkets can be anywhere between 20,000 and 40,000 square feet (3,700 m2). Malls: has a range of retail shops at a single outlet. They endow with products, food and entertainment under a roof. Category killers or Category Specialist: By supplying wide assortment in a single category for lower prices a retailer can "kill" that category for other retailers. For few categories, such as electronics, the products are displayed at the centre of the store and sales person will be available to address customer queries and give suggestions when required. Other retail format stores are forced to

7 reduce the prices if a category specialist retail store is present in the vicinity. E-tailers: The customer can shop and order through internet and the merchandise are dropped at the customer's doorstep. Here the retailers use drop shipping technique. They accept the payment for the product but the customer receives the product directly from the manufacturer or a wholesaler. This format is ideal for customers who do not want to travel to retail stores and are interested in home shopping. However it is important for the customer to be wary about defective products and non secure credit card transaction. Example: Amazon, Pennyful and eBay. Vending Machines: This is an automated piece of equipment wherein customers can drop in the money in machine and acquire the products. Some stores take a no frills approach, while others are "mid-range" or "high end", depending on what income level they target.

Other types of retail store include:

 Automated Retail stores are self service, robotic kiosks located in airports, malls and grocery stores. The stores accept credit cards and are usually open 24/7. Examples include Zoom Shops and Redbox. Big-box stores encompass larger department, discount, general merchandise, and warehouse stores. Convenience store - a small store often with extended hours, stocking everyday or roadside items; General store - a store which sells most goods needed, typically in a rural area;

Retailers can opt for a format as each provides different retail mix to its customers basedon their customer demographics, lifestyle and purchase behaviour. A good format willlend a hand to display products well and entice the target customers to spawn sales.

EXERCISE1. Visit a retail organisation or an Industry, interact with the employer and employees of the organisation/industry and ask the following questions and write their reply in not more than 50 words:

Questions for Employer

(i) What are the formalities completed for establishment of retail organisation/ industry? _________________________________________________________________________ _________________________________________________________________________ _________________________________________________________________________

(ii) What kind of products sell in your retail organization and what type of display issued in your retail organisation? _________________________________________________________________________ _________________________________________________________________________ _________________________________________________________________________

Questions for Employees

(iii) Are you happy with your salary? How much salary are you getting per month? Employee A: Yes/No Employee Salary Amount Rs……………………..(iv) What is your job role? Please state the different roles in this organisation?

A. Fill in the blanks

1. Retailing is a _______________________ function where one organization buys products from supplying firms or manufactures the product themselves, and then sells these directly to____________________. 2. Retail is the sale of ___________and ____________ from individuals or businesses to the end-user.

9 3. The nations that have enjoyed the greatest ___________and __________ progress have been those with a strong retail sector. 4. Retailing is extremely important to everyone because without- ________________ we would not have access to everyday products that we need.

B. Multiple Choice Questions

Tick the correct answer 1. Retail is the sale of goods and services from individuals or businesses to the (a) End-user (b) Consumers (c) Ultimate user (d) All of the above

2. Retail has changed our lives and changed the

(a) Way we without live (b) Way we not live (c) Way we live (d) None of the above

C. Short Answer Questions

1. What is retail? 2. What is the meaning and importance of retailing?

CHECKLIST FOR ASSESSMENT ACTIVITY

Use the following checklist to see if you’ve met all the requirements for AssessmentActivity.

Part A Differentiated between retailing and wholesaling. Differentiated between consumers and manufacturers. Explain the importance of retailing.

10Part BDiscuss in class the following: What is retail? What is retailing? Why do we need the retailing?

Part CPerformance StandardsThe performance standard may include, but not limited to:

Performance Standards Yes No

Able to explain the importance of retailing Able to identify the types of retail outlets

Session-2: Types and Functions of Retailer

Relevant KnowledgeA retailer is a person, agent, agency, company, or organization which is instrumental inreaching the goods, merchandise, or services to the ultimate consumer. The mainfunction of a retailer is to buy goods and sell them on to customers. Goods will bebought in bulk and sold at a profit. The retailer has to ensure that the goods they arebuying are desirable to the customers or in demand. Retailers perform specific activitiessuch as anticipating customer’s wants, developing assortments of products, acquiringmarket information, and financing. Another challenge that retailers face is buying thecorrect quantities so they do not have too littleor too much of the product.

As we all know, the ease of entry into retail

business results in fierce competition and bettervalue for customer. To enter retailing iselementary and to fail is even easier. Therefore,in order to survive in retailing, a firm must do asatisfactory job in its primary role i.e., cateringto customers. Retailers’ cost and profit varydepending on their type of operation and majorproduct line.

11Ways to Categorize RetailersThere are many ways retailers can be categorized depending on the characteristicsbeing evaluated. For our purposes we will separate retailers based on six factors directlyrelated to major marketing decisions: Target Markets Served Product Offerings Pricing Structure Promotional Emphasis Distribution Method Service Level One operational factor Ownership Structure

However, these groups are not meant to be mutually exclusive. In fact, as we will see insome way all retailers can be placed into each category.

Retail Categories: Target Markets Served

The first classification looks at the type of markets a retailer intends to target. Thesecategories are identical to the classification scheme we saw in the Distribution Decisionstutorial when we discussed the levels of distribution coverage. Mass Market – Mass market retailers appeal to the largest market possible by selling products of interest to nearly all consumers. With such a large market from which to draw customers, the competition among these retailers is often fierce. Specialty Market – Retailers categorized as servicing the specialty market are likely to target buyers looking for products having certain features that go beyond mass marketed products, such as customers who require more advanced product options or higher level of customer service. While not as large as the mass market, the target market serviced by specialty retailers can be sizable. Exclusive Market – Appealing to this market means appealing to discriminating customers who are often willing to pay a premium for features found in very few products and for highly personalized services. Since this target market is small, the number of retailers addressing this market within a given geographic area may also be small.

12Retail Categories: Product OfferingsUnder this classification retailers are divided based on the width (i.e., number ofdifferent product lines) and depth (i.e., number of different products within a productline) of the products they carry. General Merchandisers – These retailers carry a wide range of product categories (i.e., broad width) though the number of different items within a particular product line is generally limited (i.e., shallow depth). Multiple Lines Specialty Merchandisers - Retailers classified in this category stock a limited number of product lines (i.e., narrow width) but within the categories they handle they often offer a greater selection (i.e., extended depth) than are offered by general merchandisers. For example, a consumer electronics retailer would fall into this category. Single Line Specialty Merchandisers – Some retailers limit their offerings to just one product line (i.e., very narrow width), and sometimes only one product (i.e., very shallow depth). This can be seen online where a relatively small website may sell a single product such as computer gaming software. Another example may be a small jewelry store that only handles watches.

Retail Categories: Pricing Strategy

Retailers can be classified based on their general pricing strategy. Retailers must decidewhether their approach is to use price as a competitive advantage or to seek competitiveadvantage in non-price ways. Discount Pricing – Discount retailers are best known for selling low priced products that have a low profit margin (i.e., price minus cost). To make profits these retailers look to sell in high volume. Typically discount retailers operate with low overhead costs by vigorously controlling operational spending on such things as real estate, design issues (e.g., store layout, website presentation), and by offering fewer services to their customers. Competitive Pricing – The objective of some retailers is not to compete on price but alternatively not to be seen as charging the highest price. These retailers, who often operate in specialty markets, aggressively monitor the market to insure their pricing is competitive but they do not desire to get into price wars with discount retailers. Thus, other elements of the marketing mix (e.g., higher quality products, nicer store setting) are used to create higher value for which the customer will pay more.

13 Full Price Pricing – Retailers targeting exclusive markets find such markets are far less price sensitive than mass or specialty markets. In these cases the additional value added through increased operational spending (e.g., expensive locations, more attractive design, more services) justify higher retail prices. While these retailers are likely to sell in lower volume than discount or competitive pricing retailers, the profit margins for each product are much higher.

Retail Categories: Promotional Focus

Retailers generate customer interest using a variety of promotional technique, yet someretailers rely on certain methods more than others as their principle promotionalapproach. Advertising – Many retailers find traditional mass promotional methods of advertising, such as through newspapers or television, continue to be their best means for creating customer interest. Retailers selling online rely mostly on Internet advertising as their promotional method of choice. Direct Mail – A particular form of advertising that many retailers use for the bulk of their promotion is direct mail – advertising through postal mail. Using direct mail for promotion is the primary way catalog retailers distribute their materials and is often utilized by smaller local companies who promote using postcard mailings. Personal Selling – Retailers selling expensive or high-end products find a considerable amount of their promotional effort is spent in person-to-person contact with customers. While many of these retailers use other promotional methods, in particular advertising, the consumer-salesperson relationship is key to persuading consumers to make purchase decisions.

Retail Categories: Distribution Method

Retailers sell in many different formats with some requiring consumers visit a physicallocation while others sell to customers in a virtual space. It should be noted that manyretailers are not tied to a single distribution method but operate using multiplemethods. Store-Based Sellers – By far the predominant method consumers use to obtain products is to acquire these by physically visiting retail outlets (a.k.a. brick and- mortar). Store outlets can be further divided into several categories. One key characteristic that distinguishes categories is whether retail outlets are physically connected to one or more other stores.

14 Stand-Alone – These are retail outlets that do not have other retail outlet connect. Strip-Shopping Center – A retail arrangement with two or more outlets physically connected or that share physical resources (e.g., share parking lot). Shopping Area – A local center of retail operations containing many retail outlets that may or may not be physically connected but are in close proximity to each other such as a city shopping district. Regional Shopping Mall – Consists of a large self-contained shopping area with many connected outlets. Non-Store Sellers – A fast growing method used by retailers to sell products is through methods that do not have customers physically visiting a retail outlet. In fact, in many cases customers make their purchase from within their own homes. Online Sellers – The fastest growing retail distribution method allows consumer to purchase products via the Internet. In most cases delivery is then handled by a third-party shipping service. Direct Marketers – Retailers that are principally selling via direct methods may have a primary location that receives orders but does not host shopping visits. Rather, orders are received via mail or phone. Vending – While purchasing through vending machines does require the consumer to physically visit a location, this type of retailing is considered as non- store retailing as the vending operations are not located at the vending company’s place of business.

Retail Categories: Service Level

Retailers attract customers not only with desirable products and affordable prices, butalso by offering services that enhance the purchase experience. There are at least threelevels of retail service: Self-Service – This service level allows consumers to perform most or all of the services associated with retail purchasing. For some consumers self-service is considered a benefit while others may view it as an inconvenience. Self-service can be seen with: 1) self-selection services, such as online purchasing and vending machine purchases, and 2) self-checkout services where the consumer may get help selecting the product but they use self-checkout stations to process the purchase including scanning and payment.

15 Assorted-Service – The majority of retailers offer some level of service to consumers. Service includes handling the point-of-purchase transaction; product selection assistance; arrange payment plans; offer delivery; and many more. Full-Service – The full-service retailer attempts to handle nearly all aspects of the purchase to the point where all the consumer does is select the item they wish to purchase. Retailers that follow a full-price strategy often follow the full-service approach as a way of adding value to a customer’s purchase.

Retail Categories: Ownership Structure

Finally, we can categorize retailers based on the ownership structure of the business. Individually Owned and Operated – Under this ownership structure an individual or corporate entity owns and operates one or a very small number of outlets. Single ownership of retail outlets most frequently occurs with small retail stores, though there are some cases, for instance in the automotive or furniture industries, where single ownership involves very large outlets. Corporate Chain – A retail chain consists of multiple retail outlets owned and operated by a single entity all performing similar retail activities. While the number of retail outlets required to be classified as a chain has never been specified, we will assume that anyone owning more than five retail locations would be considered a chain. Corporate Structure – This classification covers large retailers predominantly operating in the non-store retail arena such as online, catalog and vending. Contractually Licensed and Individually Operated – The contractual channel arrangement discussed in the Distribution Decisions tutorial has lead to a retail ownership structure in which operators of the retail outlet are not the out-right owners of the business. Instead, the arrangement often involves a legal agreement in which the owner of the retail concept allows the operator to run the owner’s business concept in exchange for financial considerations such as a percentage of revenue. This structure is most often seen in retail franchising. Retailers are faced with many issues as they attempt to be successful. The key issues include: o Customer Satisfaction – Retailers know that satisfied customers are loyal customers. Consequently, retailers must develop strategies intended to build relationships that result in customers returning to make more purchases. o Ability to Acquire the Right Products – A customer will only be satisfied if they can purchase the right products to satisfy their needs. Since a large

16 percentage of retailers do not manufacture their own products, they must seek suppliers who will supply products demanded by customers. Thus, an important objective for retailers is to identify the products customers will demand and negotiate with suppliers to obtain these products. o Product Presentation – Once obtained products must be presented or merchandised to customers in a way that generates interest. Retail merchandising often requires hiring creative people who understand and can relate to the market. o Traffic Building – Like any marketer, retailers must use promotional methods to build customer interest. For retailers a key measure of interest is the number of people visiting a retail location or website. Building “traffic” is accomplished with a variety of promotional techniques such as advertising, including local newspapers or Internet, and specialized promotional activities, such as coupons. o Layout – For store-based retailers a store’s physical layout is an important component in creating a retail experience that will attract customers. The physical layout is more than just deciding in what part of the store to locate products. For many retailers designing the right shopping atmosphere (e.g., objects, light, sound) can add to the appeal of a store. Layout is also important in the online world where site navigation and usability may be deciding factors in success of a website. o Location – Where to physically locate a retail store may help or hinder store traffic. Well placed stores with high visibility and easy access, while possibly commanding higher land usage fees, may hold significantly more value than lower cost sites that yield less traffic. Understanding the trade-off between costs and benefits of locations is an important retail decision. o Keeping Pace With Technology – Technology has invaded all areas of retailing including customer knowledge (e.g., customer relationship management software), product movement (e.g., use of RFID tags for tracking), point-of purchase (e.g., scanners, kiosks, self-serve checkout), web technologies (e.g., online shopping carts, purchase recommendations) and many more.

Now that we have presented ways in which retailers can be classified, we now use thesecategories to distinguish general formats or business models that best describes a retailoperation. These categories are designed to identify the primary format a retailer

17follows. In some cases, particularly with the advent of the Internet, a retailer will beinvolved in more than one format. Mom-and-Pop – Represent the small, individually owned and operated retail outlet. In many cases these are family-run businesses catering to the local community often with a high level of service but relatively small product selection. Mass Discounters - These retailers can be either general or specialty merchandisers but either way their main focus is on offering discount pricing. Compared to department stores, mass discounters offer fewer services and lower quality products. Warehouse Stores – This is a form of mass discounter that often provides even lower prices than traditional mass discounters. In addition, they often require buyers to make purchases in quantities that are greater than what can be purchased at mass discount stores. These retail outlets provide few services and product selection can be limited. Category Killers – Many major retail chains have taken what were previously narrowly focused, small specialty store concepts and have expanded them to create large specialty stores. These so-called “category killers” have been found in such specialty areas as electronic (e.g., Best Buy), office supplies (e.g., Staples) and sporting goods (e.g., Sport Authority). Department Stores – These retailers are general merchandisers offering mid-to high quality products and strong level of services, though in most cases these retailers would not fall into the full-service category. While department stores are classified as general merchandisers some carry a more selective product line. For instance, while Sears carries a wide range of products from hardware to cosmetics, Nordstrom focuses their products on clothing and personal care products. Boutique – This retail format is best represented by a small store carrying very specialized and often high-end merchandise. In many cases a boutique is a full service retailer following a full-pricing strategy. Catalog Retailers – Retailers such as Lands’ End and LL Bean have built their business by having customers place orders after seeing products that appear in a mailed catalog. Orders are then delivered by a third-party shipper. E-tailers - Possibly the most publicized retail model to evolve in the last 50 years is the retailer that principally sells via the Internet. There are thousands of online- only retail sellers of which Amazon.com is the most famous. These retailers offer shopping convenience including being open for business all day, every day.

18 Electronic retailers or e-tailers also have the ability to offer a wide selection of product since all they really need in order to attract orders is a picture and description of the product. That is, they may not need to have the product on-hand the way physical stores do. Instead an e-tailer can wait until an order is received from their customers before placing their own order with their suppliers. This cuts down significantly on the cost of maintaining products in-stock. Franchise – As noted in the Distribution Decisions tutorial, a franchise is a form of contractual channel in which one party, the franchisor, controls the business activities of another party, the franchisee. Under these arrangements, an eligible franchisee agrees to pay for the right to use the franchisor’s business methods and other important business aspects, such as the franchise name. For instance, McDonald's is a well-known franchisor that allows individuals to use the McDonald's name and methods to deliver food to consumers. Convenience Store – As the name implies these general merchandise retailers cater to offering customers an easy purchase experience. Convenience is offered in many ways including through easily accessible store locations, small store size that allows for quick shopping, and fast checkout. The product selection offered by these retailers is very limited and pricing can be high. Vending – Within this category are automated methods for allowing consumers to make purchases and quickly acquire products. While most consumers are well aware of vending machines allowing customers to purchase smaller items, such as beverages and snack food, newer devices are entering the market containing more expensive and bulkier products. These systems require the vending machine that have either Internet or telecommunications access to permit purchase using credit cards.

EXERCISE

1. Prepare a list on retail store and write down the category of the store under which it falls. 1. _____________________________________________________________________ 2. ____________________________________________________________________ 3. _____________________________________________________________________ 4. _____________________________________________________________________ 5. _____________________________________________________________________

A. Answer the questions given below

1. Write down the ways to categorize retailer? 2. What are the functions of retailers and categorize them based on distribution method. 3. What are the ownership structure based retailers?

B. Fill in the blanks

1. ______________________ retailer are general merchandiser offering mid-to high quality products and strong level of services. (Department Store) 2. E-retailers often ________________ being open for business all day, every day. (Shopping convenience) 3. Warehouse store are a form of _________________ that often provides lower prices than ____________________ discounter. (mass discounter, traditional mass) 4. Vending category is __________________ for allowing consumers to make purchases and quickly acquire products. (automated methods) 5. _______________ is a form of contractual channel in which one party, the ___________ controls the __________________ of another party. (franchise, franchiser, business activities)

C. Multiple Choice Questions

1. Distribution methods includes – a) Assorted service b) Corporate chain c) Self service d) Both a and c

20 2. Retailer are separated into six factors directly retailed to major marketing and one operational factor which is – a) Pricing structure b) Ownership structure c) Distribution structure d) Service levels

CHECKLIST OF ASSESSMENT ACTIVITY

Use the following checklist to see if you’ve met all the requirements for AssessmentActivity.Part A Differentiated between different categories of retailers. Find out the functions of each category of retailers.

Part BDiscussed in class the following: Categorize the retailers in the following ways based on Target Markets Servey: o Based on product offerings o Based on pricing strategy o Based on promotional focus o Based on distribution method o Based on service level o Based on ownership structure.

Part CPerformance StandardsThe performance standard may include, but not limited to:

Performance standards Yes No

Able to categorize the retailers Able to identify the functions of retailers in each category

21 Session 3: Trends in Retailing Relevant KnowledgeThe retail stores are not a new entity, they have been in this world from the early 50'sand in India they have been showing their presence in various forms like departmentalstores, super markets, discount stores, hyper- mart, shopping malls etc.

Indian retailing is undergoing a process of evolution and is poised to undergo dramatic

transformation. The traditional formats like hawkers, grocers and paan shops co-existwith modern formats like super- markets and non-store retailing channels such as multilevel marketing and teleshopping. Modern stores trend to be large, carry more stockkeeping units, and have a self-service format and an experiential ambience.

The modernization in retail formats is likely to happen quicker in categories like drygroceries, electronics, men’s apparel and books. Some reshaping and adaptation mayalso happen in fresh groceries, fast food and personal care products. In recent yearsthere has been a slow spread of retail chains in some formats like super markets, mallsand discount stores.

Factors facilitating the spread of chains are the availability of quality products at lowerprices, improved shopping standards, convenient shopping and display and blendingof shopping with entertainment and the entry of Tata’s into retailing.

Foreign direct investment in the retail sector in India, although not yet permitted by theGovernment is desirable, as it would improve productivity and increasecompetitiveness. New stores will introduce efficiency. The customers would also gainas prices in the new stores tend to be lower. The consequences of recent modernizationin India may be somewhat different due to lower purchasing power and the new storesmay cater to only branded products aimed at upper income.

Segments: The Indian retail environment has been witnessing several changes on thedemand side due to increased per capita income, changing lifestyle and increasedproduct availability. In developed markets, there has been a power shift with powermoving from manufactures towards the retailers.

The strategies used by retailers to wrest power include the development of retailersown brands and the introduction of slotting allowances which necessitate payments bymanufactures to retailers for providing shelf space for new products.

The recent increased power of retailers has led to the introduction of new tactics bymanufactures such as everyday low pricing, partnership with retailers and increaseduse of direct marketing methods.

22Rural bias: Nearly two thirds of the stores are located in rural areas. Rural retailindustry has typically two forms: "Haats" and "Melas". Haats are the weekly markets:serve groups of 10-50 villages and sell day-to-day necessities. Melas are larger in sizeand more sophisticated in terms of the goods sold (like TVs).

Growth Drivers for Indian Retailing

The Indian Retail growth can be attributed to the several factors including: Demography Dynamics: Approximately 60 percent of Indian population is below 30 years of age. Double Incomes: Increasing instances of Double Incomes in most families coupled with the rise in spending power is another factor. Plastic Revolution: Increasing use of credit cards for categories relating to Apparel, Consumer Durable Goods, Food and Grocery etc. Urbanization: Increased urbanization has led to higher customer density areas thus enabling retailers to use lesser number of stores to target the same number of customers. Aggregation of demand that occurs due to urbanization helps a retailer in reaping the economies of scale. Easy Availability of Transportation: Covering distances has become easier with increased automobile penetration and an overall improvement in the transportation infrastructure. Now a customer can travel miles to reach a particular shop, if he or she sees value in shopping from a particular location. Technology in Retail: Over the years as the consumer demand increased and the retailers geared up to meet this increase, technology has evolved rapidly to support this growth.

Customer Interfacing Systems

 Bar Coding and Scanners: Point of sale systems use scanners and bar coding to identify an item using pre-stored data to calculate the cost and generate the total bill for a client. Tunnel Scanning is a new concept where the consumer pushes the full shopping cart through an electronic gate to the point of sale. In a matter of seconds, the items in the cart are hit with laser beams and scanned. All that the consumer has to do is to pay for the goods. Payment: Payment through credit cards has become quite widespread and this enables a fast and easy payment process. Electronic cheque conversion, a recent development in this area, processes a cheque electronically by transmitting

23 transaction information to the retailer and consumer's bank. Rather than manually process a cheque, the retailer voids it and hands it back to the consumer along with a receipt, having digitally captured and stored the image of the cheque, which makes the process very fast. Internet: Internet is also rapidly evolving as a customer interface, removing the need of a consumer physically visiting the store.

Operation Support Systems

 ERP System: Various ERP vendors have developed retail-specific systems which help in integrating all the functions from warehousing to distribution, front and back office store systems and merchandising. An integrated supply chain helps the retailer in maintaining his stocks, getting his supplies on time, preventing stock- outs and thus reducing his costs, while servicing the customer better. CRM Systems: The rise of loyalty programs, mail order and the Internet has provided retailers with real access to consumer data. Data warehousing & mining technologies offers retailers the tools they need to make sense of their consumer data and apply it to business. This, along with the various available CRM (Customer Relationship Management) Systems, allows the retailers to study the purchase behavior of consumers in detail and grow the value of individual consumers to their businesses.

Strategic Decision Support Systems

 Store Site Location: Demographics and buying patterns of residents of an area can be used to compare various possible sites for opening new stores. Today, software packages are helping retailers not only in their location decisions but in decisions regarding store sizing and floor-spaces as well. Visual Merchandising: The decision on how to place & stack items in a store is no more taken on the gut feel of the store manager. A larger number of visual merchandising tools are available to him to evaluate the impact of his stacking options.

Entry of Major Formats of In-Store Retailing

Format Description The Value Proposition

Branded Stores Exclusive showrooms either owned or Complete range available franchised out by a manufacturer. for a given brand,

24 certified product qualitySpecialty Stores Focus on a specific consumer need, Greater choice to the carry most of the brands available consumer, comparison between brands is possibleDepartment Large stores having a wide variety of One stop shop catering toStores products, organized into different varied/consumer needs. departments such as clothing, house wares, furniture, appliances, toys, etc.Supermarkets Extremely large self-service retail One stop shop catering to outlets varied consumer needsDiscount Stores Stores offering discounts on the retail Low Prices price through selling high volumes and reaping economies of scaleHyper- mart Larger than a supermarket, sometimes Low prices, vast choice with a warehouse appearance, generally available including located in quieter parts of the city services such as cafeterias.Convenience Small self-service formats located in Convenient location andstores crowded urban areas. extended operating hours.Shopping Malls An enclosure having different formats Variety of shops available of in-store retailers, all under one roof. to each other.

Tata/ Trent Department Store (Westside) Hypermarket (Star India

Others Discount Store (Subhiksha, Margin Free, Apna Bazaar),

Entry of Shopping Malls

A shopping mall is one or more buildings forming a complex of shops representing

merchandisers, with interconnecting walkways enabling visitors to easily walk fromunit to unit, along with a parking area - a modern, indoor version of the traditionalmarketplace.

Shopping malls have many stores altogether and it is very easy to shop around in a mallbecause there are many stores under one roof so many stores have different variety ofitems you need now. Rather than shopping, malls have many things to do likeentertainment, fun games and many more so you see its not only fun its everything youget under one roof.

The main advantage of shopping mall is most likely there are good prices at some storesnot all stores. The main disadvantage of shopping mall is that someone could steal yourmoney but usually it doesn't happen often.

There are so many shops altogether so it is really easy to shop around becauseeverything is so close. The customer save the time and purchase different products atone place.

Entry of Non-store Retailing

Non-store retailing is the selling of goods and services outside the confines of a retailfacility. It is a generic term describing retailing taking place outside of shops and stores(that is, off the premises of fixed retail locations and of markets stands). The non-storedistribution channel can be divided into direct selling (off premises sales) and distanceselling, the latter including all forms of electronic commerce. Distance selling includesmail order, catalogue sales, telephone solicitations and automated vending. Electronic

26commerce includes online shopping, Internet trading platforms, travel portals, globaldistribution systems and tale shopping. Direct selling includes party sales and all formsof selling in consumers’ homes and offices, including even garage sales.

double-digit growth, and slowly taking a bigger share of overall retailing. In someproduct markets, however, such as travel and books & media, the share is much higher.In Germany in 2009, 29 per cent of the population was already using the Internet tobook their holidays.

According to Eurostat, 38 per cent of European consumers consider the Internet as themost important source of information about travel and 42 per cent of consumerspurchased travel services over the Internet in 2008.

Low entry thresholds mark the non-store distribution channel. Compared to storeretailing that requires a retail outlet, inventory, cash flow to hire staff and advertising,non-store retail start-ups usually have to invest little to reach out to potential buyers ofthe goods and services they offer.

Non-store retailing is therefore not only used by established brick and mortar businessretailers who develop an online bricks and clicks business model presence, but also bythe individual pure play, often him or herself a consumer, to create an EShop or to runsales parties. The rise of social media helps to connect sellers to potential buyers.

The common thread that runs through all non-store retailing is the direct relationshipbetween a retailer and a customer, without the use of retail store. Non-store retailingcan broadly define into two categories: Direct Selling: It involves direct personal contact, which may include product demonstration by the salesman. It is also known as door-to-door selling. Direct Response Marketing: It does not involve direct contact, which may include catalogue retailing, direct mailing, TV retailing, e-retailing and vending machine. It uses a non-personal print or electronic medium to communicate with consumers.

EXERCISE

1. Prepare a checklist of the minimum facilities that should be set up at any store and specify type of store 1. ___________________________________________________________________

Answer the following questions

1. Describe operation support system and customer interface system2. What non-store retailing means?3. Enlist major formats of retailing

A. True/false a) Direct Selling does not include product demonstration by the salesman (F) b) Direct Response Marketing does not include catalogue retailing, direct mailing, TV retailing, e-retailing and vending machine. (F) c) A shopping mall is a modern, indoor version of the traditional marketplace. (T) d) Demographics and buying patterns of residents of an area cannot be used to compare various possible sites for opening new stores. (F) e) Aggregation of demand that occurs due to urbanization helps a retailer in reaping the economies of scale. (T) f) Modern stores tend to be large, carry more stock keeping units, and have a self-service format and an experiential ambience. (T)

28B. Fill in the blanks a) Rural retail industry has typically two forms _________ and _________. (Haats, Melas) b) ______________ that is increased use of credit and debit cards. c) ______________ and ________________ is used to identify an item use prestored data to calculate the cost and generate the total bill for a client. (scanners and bar coding) d) ERP system helps in __________ all the ____________ from warehousing to distribution, front and back office store systems and merchandising. (integrating, functions)

CHECKLIST OF ASSESSMENT ACTIVITY

Use the following checklist to see if you’ve met all the requirements for AssessmentActivity.

Part A Differentiated between different formats of retail store. Differentiate between Customer interface system and operating support systems

Part CPerformance StandardsThe performance standard may include, but not limited to:

Performance Standards Yes No

Able to identify different formats of retailing Enlist customer Interface systems Enlist operating support system

29 Session 4: Retail Selling Skills Relevant Knowledge

Customer Identification

Sometimes it is difficult to judge and/or identify the person based on his/her

appearance. For example, who love to show off may be well dressed and want to createan impression which could be false Vis-a-versa people who .have a higher disposableincome would not like to make their presence loud.

Broadly customers can be divided into four kinds:

1. Loyal,2. Fickle,3. Renewing and4. New.

The Loyal Customer

Loyal customers are those who will always visit your store whenever they requireanything. Many a times customer know that store might not have that product butwould like to take opinion regarding the same from where do they buy what theyrequire. Selling approach/method to the loyal customers should be;1. Continue offering them high value products and services.2. Communicate often with them to evaluate service effectiveness and their opinion.

The Fickle Customer

This type of customer usually asks for a price on a product and also all the offersattached to it. They may actually be loyal customers of one of the competitors, but willonly shop around for the "best deal." Selling approach/method to the fickle customersshould be;1. First, you need to identify what they like about their current/preferred vendor and what they don't like about that vendor.2. Then create a plan that will gain their trust and loyalty. In a positive way, show how you are better than their current vendor. Consider using testimonials from current clients to help push the scales your way.

30The Renewing Customer

Customer who used to do a significant business with the store, but for some reasonslipped away. Occasionally they come to check prices and in the process pick up somestuff just for name sake. Selling approach/method to the renewing customers shouldbe;1. Identify the root cause of their drifting away to the competition.2. Then determine whether you can earn their loyalty again.3. Next, make and execute a plan that will regain their confidence in you which could mean show them the value of buying from your store

The New Customer

These customers are the people whom you have been seeing for first time. They mightalso many times directly mention that they have recently shifted to this location. Themore you know about these new customers, the better chance you have to convert themin to loyal customers. Selling approach/method to the loyal customers should be;1. To add a new customer; identify the people as the new customers2. Gather as much as information as possible about them.3. Next you'll have to inform them of your capabilities and persuade them to offer your product or services.

After reading the body language the question arises is- what do we do next? To answerthis there are three simple responses1. Stop what you are saying or doing and ASK THEM A QUESTION.2. Trial close. (Try to close the deal)

313. Offer empathy. "You look like you have a question?" You seem concerned" "You look. interested".

Grasping Customer's Attention

The attention could be grasped while the customer is passing by the entrance at thestore. It could also be through a marketing or a promotional campaign which couldvary from a simple hoarding or a pamphlet or a big budget advertisement aired duringthe prime time.

Some of the external factors which help in grasping customer's attentions are as follows:1. Merchandise collections2. Display's at the entrance3. Promotion (i.e., discounts, freebies, display ads)4. Lighting5. Mannequins/fixtures (if any)6. Sign board7. Atmosphere and the environment' surrounding the store (e.g. cleanliness, tidiness, location; decor, etc.). The internal environment basically is formed of 3 important elements which are as follows: 1. The customer 2. The merchandise 3. The people (employees, salespeople, etc.)

Customer ApproachAt this stage after identifying the customer and grasping the customers attention thesalesperson needs to approach the customer. But before approaching give a thoughtover the thought process in the customer's mind regarding you. The indicative thoughtsof the customer are any of the following:"I would like to be welcomed""I am important and would like to be acknowledged""Consider my needs and help me find what I am looking for:'"How will you help me?"

32Types of ApproachApproach have classified into six types which are as follows:a) Non-verbalb) Social Greeting/Conversational Approachc) Merchandise greetingd) Special feature approache) Customer Benefit Approachf) Compliment Approach

Common Mistakes in Approaching

After looking at the various approaches, one should also know what kind of commonmistakes a salesperson might unknowingly end up with. Some of the common mistakesmade by the salesperson are as mentioned below:1. Too soon: not giving the customer enough time to settle2. No eye contact with customer3. Insincere and false compliments4. Making over-smart remarks5. Talking too softly, too loudly, or too much6. Not giving the other person your full attention7. No smile

EXERCISEMake a team of five students, act perceiving you are in store identifying, observing,grasping attention and finally approaching to a customer of your store.One will play a role of a customer and other will play sales person whereas anotherthree will judge them and tell them mistakes while approaching a customer after an actover.

A. Answer the following questions

1. Write a note on different strategies to be used for different type of customers. 2. Explain the different types of customer approach. 3. List down some of the common mistakes while approaching the customer

33B. Fill in the blanks 1. It is difficult to guide/identify the person based on his/her ______________. (appearance) 2. The ________________ will only shop around for the best deal. (Fickle customer) 3. The new customers are the people when you have seeing for ___________. (First time) 4. Identifying the root cause of their drifting away to the competition is the selling approach to __________________. (Renewing customer)

C. Multiple Choice Questions

1. Broadly customer can be divided into

(a) five kinds (b) two kinds (c) four kinds (d) none of the above.

2. Body language can be categorize into

(a) Posture (b) Gesture (c) Both of the above (d) None of the above.

CHECKLIST FOR ASSESSMENT ACTIVITY

Use the following checklist to see if you’ve met all the requirements for AssessmentActivity.

Part A Explain the difference between a 'Loyal Customer' and 'Renewing Customer'.

Part BDiscussed in class the following: What facilities should be established for administering first aid at workplace?

34 What are the advantages of a first aid room at the workplace? What are the contents of a first aid kit?

Part CPerformance StandardsThe performance standard may include, but not limited to:

Performance Standards Yes No

Able to identify customer typeAble to observe body language of the customerCan you grasp the customer attentionAble to implement proper approach to the customerIdentify mistakes in approaching

35 Unit-2: Merchandise Planning Unit Code: RS-202 Unit Title: Merchandise Planning NQ-2012Location: Duration: 15 hoursClassrooms, Session – 1: Kinds of MerchandiseRetail Shop Learning Outcome Knowledge Evaluation Performance Teaching andor Evaluation Training MethodmerchandiseStore 1. Be acquainted 1. Concept of 1. Identify the steps in Interactive lecture: with terms and Merchandise Merchandise and its Introduction to concepts of 2. The functions of planning merchandise Merchandise merchandise 2. List out the planning 3. Planning of functions of the Activity: merchandising merchandise Visit to a retail shop 3. Make it clear the or departmental planning process of store for merchandising identification of various types of merchandising and its planning 2. List out the rights 1. Types of rights 1. List out tips for Interactive lecture: and guidelines of 2. Tips in merchandising better Merchandising merchandising merchandising rights and about 2. Scrutinize the rights their guidelines of merchandising Assignment: Group discussion on various Acts and Laws regarding to merchandise and used various Reference Books. 3. Identify the kinds 1. Types of General 1. Indentify various Interactive lecture: of merchandising Merchandise types of Various merchandising merchandiser and 2. Distinguish between tell the students to different kinds of recognize the type of merchandising merchandise Pragmatic work: Assign the work to the students like make a project on any one type of merchandise. It’s threats and opportunities.

36 Session – 2: Role and Functions of Junior Merchandiser1. Identify the role 1. The Role of junior 1. Analyze the role of Interactive lecture: and functions of Merchandiser and the junior Highlight the role junior their general merchandiser and functions of merchandiser functions 2. Identify the general junior 2. Describe the various functions of junior merchandisers merchandise merchandiser Activity: presentations a. Read product Visit to various labels merchandise stores b. Weigh goods for and observe the role counter sales and their general functions of junior c. record customer merchandisers. details Group Discussion: d. Place he goods in On the role of junior proper way merchandisers.2. Apply the 1. General functions of 1. Enumerate the Interactive lecture: functions of the merchandiser general functions of Invite the Divisional junior 2. Functions of merchandiser merchandise merchandisers at administration 2. Elaborate manager to solve the different level merchandiser administration queries of the 3. Basic duties of the functions of students at practical merchandiser merchandiser base.

4. Functions at different 3. List out the basic Activity:

levels duties of Visit to merchandise merchandiser stores and observe 5. Functions of 4. Scrutinize the the functions of Divisional functions of admin level and merchandise manager merchandiser at observe the work of different level Divisional merchandise 5. Identify the manager functions of Divisional Role play: merchandise Play act in the manager classroom as various merchandiser and tell the students to recognize the type of merchandiser. Session 3: Visual Merchandising and Display1. Identify the basic 1. Meaning of visual 1. Identify the elements Interactive Lecture: aspects of visual Merchandising of visual On visual merchandising 2. Aspects of visual Merchandising Merchandising and Merchandising 2. Find out the various PPT with interactive 3. Elements of visual aspects of visual session merchandising Merchandising Activity: Visit in various

37 merchandise stores for observation of visual merchandise and find out the window display2. List out the 1. Functions of visual 1. Describe the Interactive Lecture: functions, Merchandiser functions of visual On visual principles and 2. Principles of visual Merchandising merchandise techniques of Merchandising 2. List out the Activity: visual 3. Techniques of visual principles of visual Visit in various merchandising Merchandising Merchandising merchandise stores 4. Types of visual 3. Identify the for observation and Merchandising techniques of visual find out the Merchandising functions of visual 4. Spot out the types of merchandiser at visual work-place Merchandising3. Evaluate the 1. Describe the factors 1. Differentiate Interactive lecture: impact of display (mannequins and between the various Evaluation of Impact of merchandise alternatives fixtures, elements of display of Display of props displays & 2. Design window Merchandise ignage, planograms displays and visual and store views, etc.) presentations with responsible for better an understanding of visual display of target consumer merchandise Activity: Visit to two retail stores to compare the display of merchandise Session 4: Duties and Responsibilities of Junior Merchandiser1. Describe the duties 1. Describe the various 1. Demonstrate the Interactive lecture: and career opportunities knowledge of core Role and responsibilities of within the retail competencies of a Responsibility of Junior industry Junior Merchandiser Junior Merchandiser Merchandiser 2. Describe the purpose Activity: of knowing job Visit to retail store to descriptions and study the role and responsibilities functions of Junior 3. Describe the employee Merchandiser and employer rights and responsibilities in retail industry 4. Describe the duties of Junior Merchandiser in a retail store

38 5. Describe the role of Junior Merchandiser in business promotion 2. Plan and prepare 1. Describe the purpose 1. Identify the Interactive lecture: display of of display of products equipment, Planning for products 2. Describe the materials, merchandise display standards that the merchandise and Activity: display should meet props used for Visit to Retail Stores creating and to understand how installing the displays should display conform to the 2. Demonstrate how to company’s prepare the display requirements and area and put the standards. display together in a way that causes the least inconvenience to customers 3. Demonstrate the knowledge of checking that the assembled display conforms to company’s requirements and standards 4. Demonstrate the knowledge of keeping up-to-date record of displays.

Introduction

A product or merchandise is anything that can be offered to a market or to the customer

that might satisfy a need or a want. The functions of procurement of merchandise areintegral to the retail organisation and these functions revolve round planning andcontrol. Planning is of great importance because it take time to buy merchandise have itdelivered, record the delivery in the company’s records and then, to send themerchandise to the right stores.

The person who is to take the buying decision for a retail organisation must be aware ofthe consumer need and wants. An understanding of the consumer buying process isnecessary. Also a clear understanding is necessary of what products are actually sellingand where. This information can be obtained from sales record.

39The sales staff offers valuable information about why a particular product is selling andwhy it is not. External sources of information like surveys conducted, magazines andtrade publication and association are other sources of information.

This information gathered is analyzed and is basis for sales forecast.

Merchandising is any practice which contributes to the sale of products to a retail

consumer. At a retail in-store level, merchandising refers to the variety of productsavailable for sale and the display of those products in such a way that it stimulatesinterest and attracts customers to make a purchase.

Merchandise Planning then is "A systematic approach. It is aimed at maximizing return

on investment, through planning sales and inventory in order to increase profitability. Itdoes this by maximizing sales potential and minimizing losses from mark - downs andstock - outs."

It means Merchandise Planning is useful to the organizer for attracting customers,

increase sales, profit maximization and reducing expenses.

Session 1: Kinds of Merchandise

Relevant KnowledgeEvery retail organization, regardless of its size, will have a merchandise reportinghierarchy. It is important for the organizational structure of the buying office of thecompany. It guides about the customers that whom to call on and how. At its middle tolower levels it enables in categorizing and grouping of products for effective storedisplay of merchandise and comprehensive analysis of sales data.

A typical customer will locate the type of retailer they wish to shop at based on theirspecific social, cultural, economical and demographic characteristics. Discounter,Specialty Store, Supermarket, Hypermarket, etc.

Kinds of MerchandiseThere are various types of Merchandise which can be purchase by the ultimate users fortheir daily needs.

2. Industrial: used by the industry e.g. Raw material, machines

 DEPARTMENT – At the entry point in the store, the customer will locate the specific department of merchandise desired. Men's, Women's, Junior Fashions, Food Court, Games Zone, Spa etc.  CLASS-- Within the specific area the customer looks for the class of merchandise desired. Blouses or Shirts, Pants, Dresses, etc.  SUBCLASS-- The next lower level that further segments merchandise types is subclass. This level will likely separate like kinds of merchandise based on the differing features each type has. E.g. Sports Designer shirts have a printed or appliqué logo on them, whereas Basic shirts have nothing.  PRICE-- Within the subclass the customer will look further to find the price according to their economy class or that fits into their budget.

41  STYLE-- Once the appropriate price point has been chosen, the customer will find the style within that price point that will satisfy their need. For e.g. fashionable cloths, style of hair etc. This style will have been assigned a specific number by the retailer.  COLOR AND SIZE-- The lowest levels in the hierarchy are where this customer will ultimately find what they are looking for. These levels are defined at the color, shape and finally, the size of the products, the customer requires.

There are six types of rights of merchandising:

 Type  Quality  Price  Quantity  Time  Place

The steps to determine right assortment of merchandise are

Merchandising Tips  The merchandiser must source products according to the latest trends and season.  The merchandise should be as per the age, sex and taste of the target market.  Merchandise for children should be in line with cartoon characters (like Barbie, Pokemon etc) to excite them.

Select the proper types of General Merchandise Retailers

EXERCISEVisit a mall and list out the various merchandise in a store and classify them into1. Class2. Subclass3. Price4. Size5. Colour

ASSESSMENT

A. Fill in the blanks

1. _______________ is important for the organizational structure of the buying office of the company. (Merchandise) 2. The display of the merchandise plays an important role in attracting the ______________ (customers) 3. Every retail organization, regardless of its size, will have a merchandise reporting _____________ (hierarchy) 4. _________________ level will likely separate like kinds of merchandise based on the differing features. (Subclass) 5. The merchandiser must source products according to the latest ____________ and _______________ (trends, season)

B. Multiple Choice Questions

Tick the correct answer

1. Following is not a type of General Merchandise Retailers a) Discount Stores

3. In the men apparel the following subclass does not exist.

4. _____________ is not factor of Merchandise Planning

C. True or False 1. At the entry point in the store, the customer will locate the specific department of merchandise desired. (T) 2. Within the subclass the customer will look further to find the price according to their economy class or that fits into their budget. (T) 3. The merchandiser is responsible for particular lines of stocks. (F) 4. Merchandise Planning is useful to the customers for purchasing. (F)

CHECKLIST FOR ASSESSMENT ACTIVITY

(Use the following checklist to see if you’ve met all the requirements for AssessmentActivity.)

44Part A Define a) Merchandise b) Merchandise planning List out the rights of merchandising Give steps to determine right assortment of merchandise. Name the types of general merchandise retailers Mention the tips followed by merchandiser Explain the various types of merchandise

Part BDiscussed in class the following: Differentiate between the general merchandising and administrative merchandising

Part CPerformance StandardsThe performance standard may include, but not limited to:

Performance Standards Yes No

Able to list out the rights of junior merchandiser Able to explain the steps to determine right assortment of merchandise.

The basic functions of merchandise planning are:

 Retail Merchandising refers to the various activities which contribute to the sale of products to the consumers for their end use. Every retail store has its own line of merchandise to offer to the customers. The display of the merchandise plays an import customers into the store and prompting them to purchase as well. Merchandising helps in the attractive display of the products at the store in order to increase their sale and generate revenues for the retail store. Merchandising helps in the sensible presentation of the products available for sale to entice the customers and make them a brand loyalist.

The merchandiser is responsible for particular lines of merchandise. For example, in a

department store, there may be merchandisers for menswear, women's wear andchildren’s wear etc. the basic duties of the merchandiser can be divided into four areas:planning, directing, coordinating and controlling

FunctionsAt suppliers level: Visits to suppliers or manufacturers of select goods, they negotiate aprice, order the goods, agree on a delivery date, complete all the necessary paperwork,and keep in touch with suppliers to make sure that the goods arrive on time.

46At visual display staff and department manager’s level: To decide how goods should bedisplayed to best attract customers’ attention. This might involve planning and settingup sales promotions and advertising campaign.

At finance level: Actually check the response to various items in the merchandise, toenjoy working as a merchandiser, it is essential that the individual has a mathematicalability to work out budgets and understand sales figures.

At Divisional Merchandise Manager’s level: The person would be responsible for

merchandising activities for particular liens of merchandise. For example, the children’swear DMM supervises those buyers who purchase merchandise such as baby clothes,clothes for new born, clothes for boys, clothes for girls and accessories.

Typically, the role of a Divisional Merchandise Manager, immaterial of the size of theretail organization, would involve the following functions:1. Forecasting sales for the forthcoming budget period:2. Translating the sales forecast into inventory levels in terms of rupees.3. Inspiring commitment and performance on the part of the merchandisers and buyers.4. Assessing not only the merchandise performance but also the buyer’s performance in order to provide control and maintain high performance results.

47EXERCISE

1. Visit to an any Mall to observe the functions of merchandisers at different levels

3. The person would be responsible for merchandising activities for particular

4. At suppliers level merchandisers function_____________ is not included

a) Visits to suppliers of select goods b) Negotiate a price c) Order the goods d) Make payments

B. Fill in the blanks

1. Buying performance may be ____________ on the basis of net sales (Evaluated) 2. _______________ is very important function of merchandiser that he will guide and train buyers as and when the need arises. (Directing) 3. _______________ is not only the merchandise performance, but also the buyer’s performance as well as buying behaviour is part of the merchandise manager’s job. (Assessing) 4. The basic duties of the merchandiser can be divided into four areas: ______________, ______________, ______________, and _________________ (planning, directing, co-coordinating and controlling)

CHECKLIST FOR ASSESSMENT ACTIVITY

(Use the following checklist to see if you’ve met all the requirements for AssessmentActivity.)

Part A1. Explain the general functions of merchandising.

492. Explain the functions of junior merchandiser at administrative level.3. State basic duties of junior merchandiser.4. What role is played by junior merchandising manager.

Part BIn the following table fill up the functions performed by Junior Merchandiser:

Tasks to be done before the Tasks to be done regularly Tasks to be done after the store opens through the day store closes

Part CPerformance StandardsThe performance standard may include, but not limited to:

Performance Standards Yes No

Able to list out the administrative and general functions of junior merchandiser. Able to find out the main functions of the junior merchandiser.

Session 3: Visual Merchandising and Display

Relevant KnowledgeVisual merchandising is the activity and profession of developing floor plans and twoand three-dimensional displays in order to maximise sales. It is the creation of anattractive visual image to induce the customers to buy from a certain retail outlet.Sometimes, it is mistaken to be the same as window display, but in fact, window

50display is only a very small part of visual merchandising. It deals with the entire imagepresented by the retail outlet to the customer.

It includes several aspects such as

 the flooring and lighting used in the store, the colour co-ordination in the store, uniforms of the staff, the way in which the staff interacts with the customers, the design of the trial rooms

In short, everything that creates an image about the store in the mind of the customer.More and more retailers understand the importance of visual merchandising inaugmenting sales and are indulging in it. Visual merchandising is being considered asan investment and not as an expense.

Visual merchandising is the art of displaying merchandise in a store to attract

customers and increase sales. A passion for design and creativity are essential forbecoming a visual merchandiser. The purpose of such visual merchandising is toattract, engage and motivate the customer towards making a purchase. Visualmerchandising commonly occurs in retail spaces such as retail stores and trade shows.

Functions of the Visual Merchandiser

1. A Visual Merchandiser takes care of the window display representing a seasonal theme with mannequins the arrangement of merchandise according to concepts and stories.2. He decorates the window display in such a way that the customer gets excited by the brand and increases the walk-ins.3. A Visual Merchandiser also spends a lot of time training the store staff on how to place merchandise.

514. He also trains the staff to follow instruction manuals and advises them on what should go on the rack and be displayed on the floor,5. He sets the colour scheme of the floor.6. He takes a call on slow-moving merchandise and makes sure it gets prominence through better lighting and display.

PrinciplesThe principles of visual merchandising are: Make it easier for the customer to locate the desired category and merchandise. Make it easier for the customer to self-select. Make it possible for the shopper to co-ordinate and accessorize. Recommend, highlight and demonstrate particular products at strategic locations. Educate the customer about the product in an effective & creative way. Make proper arrangements in such a way to increase the sale of unsought goods.

Techniques

Visual merchandising builds upon or augments the retail design of a store. It is one ofthe final stages in setting out a store in a way customers find attractive and appealing.

Many elements can be used by visual merchandisers in creating displays including

color, lighting, space, product information, sensory inputs (such as smell, touch, andsound), as well as technologies such as digital displays and interactive installations.

A planogram allows visual merchandisers to plan the arrangement of merchandise by

style, type, size, price or some other category. It also enables a chain of stores to havethe same merchandise displayed in a coherentand similar manner across the chain.

Types of Visual Merchandising

Window Displays

Window displays can communicate style,

content, and price. Display windows may alsobe used to advertise seasonal sales or informpassers-by of other current promotions.

52Food Merchandising

Restaurants, grocery stores, and convenience stores use visual merchandising as a toolto differentiate themselves in a saturated market.

A. Fill in the blanks

1. Visual merchandising is being considered as an __________ and not as an _____________. (investment, expense) 2. Visual Merchandising deals with the entire image presented by the ___________ to the customer. (retail outlet).

53 3. Visual merchandising commonly occurs in retail spaces such as ______________ and ________________. (retail stores, trade shows) 4. _______________ make proper arrangements in such a way to increase the sale of unsought goods. (Visual Merchandiser) 5. A _______________ allows visual merchandisers to plan the arrangement of merchandise by style, type, size, price or some other category. (planogram)

B. Multiple choice questions----

1. A Visual Merchandiser takes care of the _____________ representing a

seasonal theme. a) Window display b) Customers c) Suppliers d) Agents

2. Following element can be used by visual merchandisers in creating displays.

a) Package b) Lighting c) Baskets d) Trolleys

3. Food merchandising does not consist of

a) Restaurants, b) Grocery stores, c) Ice-cream Parlor d) Footwear

4. ________________ may also be used to advertise seasonal sales or inform

54CHECKLIST FOR ASSESSMENT ACTIVITY(Use the following checklist to see if you’ve met all the requirements for AssessmentActivity.)

Part A1. What is visual Merchandising?

2. What is the difference between visual merchandising and window display?

3. What are the functions of Visual Merchandiser?

4. State the principles of Visual Merchandising

5. Describe the techniques of Visual Merchandising

Part BDiscuss in class the following:

 Differentiate between the visual merchandising and window display.

Part CPerformance StandardsThe performance standard may include, but not limited to:

Performance Standards Yes No

Able to differentiate between the visual merchandising and window

display.

Able to list out the functions of visual Merchandiser.

Able to identify the techniques of Visual Merchandising.

Session 4: Duties and Responsibilities of Junior Merchandiser

Relevant KnowledgeThe merchandiser is responsible for particular lines of merchandise. For example, in adepartment store, there may be merchandisers for menswear, women’s wear, children’swear etc. The basic duties of the merchandiser can be divided into four areas: planning,directing, co-coordinating and controlling.

55PlanningThough the merchandisers may not be directly involved in the actual purchase ofmerchandise, they formulate the policies for the areas in which they are responsible.

DirectingIt is very important function of merchandiser that he will guide and train buyers as andwhen the need arises. Inspiring commitment and performance in the part of the buyersis necessary.

CoordinatingUsually, merchandise managers supervise the work of more than one buyer; hence theyneed to coordinate the buying effort in terms of how well it fits in with the store imageand with the other products being bought by other buyers.

ControllingAssessing not only the merchandise performance, but also the buyer’s performance aswell as buying behaviour is part of the merchandise manager’s job. Buying performancemay be evaluated on the basis of net sales maintained mark up percentages, mark downpercentages, gross margin percentages and stock turn.This is necessary to provide control and maintain high performance results.

Whether you plan to design your stores yourself, or you just want to better understandhow to evaluate the effectiveness of your shopping environment and experience, thissession will give you the foundation you need to achieve the fundamental goal of anystore design or visual merchandising effort – to increase sales.

56There are many things that Visual Merchandisers must look after to take care ofcustomers and their emotions and they should easily attract toward the shop and buythe products. Many merchandisers takes training for these aspects that what they haveto do in the shop and what way they don’t create trouble for the customers.

Responsibility to do the Things

 Do buy or borrow folding tables, or make some from sawhorses and plywood. Do group like items together. The goods look more abundant, and it makes for a better display. Customers shopping for a particular type of merchandise can find what they're looking for quickly, and they're more likely to buy multiple pieces. Do dust or wash your merchandise as needed before setting it out. If they've been in storage, such as draperies, curtains and upholstered furniture Do display valuable items close to your house or checkout area to keep an eye on them, especially if they're small or fragile. Do place breakables on tables that are out of the reach of children. Some shoppers let their children run wild, and those who do will resist paying for that broken collection of carnival glass. Do place desirable sale merchandise at the street end of your yard or driveway, especially seasonal items and large pieces, such as furniture. It makes the sale look bigger and better, Do display adult and larger children's clothing on hangers, and arrange it by size. It presents better, and the clothing is less likely to end up crumpled on the ground. If it's on a table, many customers won't refold it after digging through the stacks. Do displays baby clothing and young Mannequins showcasing the dress children's clothing on tables? Fold and stack collection are fully supported by merchandise found adjacent to it, it according to clothing type and size. It sharing the same colour story and takes up less space, and the small pieces are similar styles. easy to straighten and refold as needed.

57 There was thousands of people downtown during the Pride Parade weekend. In keeping with this, the store showed their support while promoting their merchandise.

This nice and enticing display upfront! It is effective in getting passers-by to come in as well. It is the brightest stores tend to attract the most customers lighting the entrance, especially the main focal display is sure to grab attention.

Responsibility to Not to Do the Things

 Don't go overboard cleaning and prepping the merchandise. You won't make enough money to recoup the time investment. Don't place your tables and clothing racks so close together that shoppers can't get through. Spread out across the driveway and yard. It makes your sale look bigger anyway. Don't deliberately set out merchandise that's been damaged beyond repair or recalled, and don't lie about the condition. It's fine to sell a nonworking vintage radio to someone who wants to repair or display it, but be honest about the condition.

58 Don't tell a shopper about functioning of the products, if it not. A feature display such as the one shown on the mannequin sets an expectation that items similar to it can be found in adjacent units. However, in this case, the adjacent racks show casual T-shirts. Where can one find similar dresses?

In contrast, this store missed a great selling opportunity.

On the other hand, these signs greatly devalue the merchandise.

Who turned off the lights? Lighting the entrance is crucial not only in getting attention but also in defining the start of the store experience.

59EXERCISEIf you are an owner of a super market how will you assess yourself with the followingpoints? JustifyIf you want to engage with shopping experience of your brand. What do your stores sayabout you? Do they engage the customer? Do they excite the customer? Do they assistthe customer in finding what they’re looking for quickly and easily? Is your storeenvironment your best salesperson?______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

A. Fill in the blanks

1. Displays ______________ and _____________ clothing on tables. Fold and stack it according to clothing type and size. (baby clothing, young children’s) 2. _____________ the entrance is crucial not only in getting attention but also in defining the start of the store experience. (Lighting) 3. Clutter of the products in one rack, it signs greatly _________________ the merchandise. (Devalue) 4. Engage your _____________ and ________________ an experience. (customers, deliver) Do place sale ________________ sale _______________ at the street end of your yard. (desirable, merchandise)

B. True or False 1. Spread out across the driveway and yard. It makes your sale look bigger anyway. (T) 2. Do group like items different from each other category. (F) 3. Don't place your tables and clothing racks so close together that shoppers can't get through. (T) 4. Tell a shopper about functioning of the products, if it not. (F) 5. Mannequins showcasing the dress collection are fully supported by merchandise found adjacent to it. (T)

60CHECKLIST FOR ASSESSMENT ACTIVITY(Use the following checklist to see if you’ve met all the requirements for AssessmentActivity.)

Part A Explain the duties of the Junior Merchandiser? What are the responsibilities to do the things? What are the responsibilities to not to do the things?

Part BDiscussed in class the following: Differentiate between the duties and responsibilities of Junior Merchandiser.

Part CPerformance StandardsThe performance standard may include, but not limited to:

Performance Standards Yes No

Able to differentiate between the duties and responsibilities of Junior Merchandiser. Able to list out duties of the Junior Merchandiser. Able to identify the responsibilities to not to do the things.

61 Unit-3: Store OperationsUnit Code: Unit Title: Store OperationsRS203- NQ2012Location: Duration: 15 hoursClassroom, Retail Session-1: Store Layoutshop storeoperations Learning Outcome Knowledge Performance Teaching and Evaluation Evaluation Training Method 1. Competencies 1. State whether the 1. Differentiate Interactive lecture: required for store site is nearer to between store Store Operations operations in target market. area and retail Activity: retail knowledge 2. Describe the store area. 1. Visit a retail mall area. 2. Store site and understand 3. Describe the compatible with the job sources of power retail shopping. responsibility of and water 3. Describe the store how store layout available. layout. are designed and 4. State the 4. Design of store formed. components of layout. 2. Work in retail the store layout 5. Differentiate store with the between different responsibility and types of store function as store layout assistant.

2. Identify the 1. State the design 1. Differentiate the Interactive lecture:

Formalities and location of store layout with Forming Store Layout required for store stores. business layout and Design. layout. 2. Steps involved in operation. Activity: preparing store 2. Evaluate the 1. Visit retail store layout. compatibility of and learn how the 3. Steps involved in the store layout store layout is identification of with location of drawn. store location. potential 2. Design a small customer. independent store 3. Identify the layout for one market in respect product with of store location. reference to commercial operations in retail outlet. 3. Visit to a retail format & formalities. 3. Describe the 1. Planning a layout 1. Enlist the Interactive Lecture: Location and for the stores function of store Store planning, proportion of interior. space and designing layouts, space through 2. Describe the planning of store forming stores, numeric and allocation of layout. planning and

63 analysis of store agency, public analysis of store procedures and promotions. relation firm, promotions promotion of a marketing 2. Take product. specialist to responsibilities to Activity: promote the handle Practically work in a products through promotions of a retail store to retail. new product understand the through product promotions. advertising.3. Identify the 1. Opening 1. Identify the Interactive Lecture: opening & closing procedures in opening Opening & closing procedures in retail store procedures in procedures in retail retail store 2. Closing retail store store procedures in 2. Explain the Activity: retail store formalities Practically work in a required for retail store to closing the retail complete for open & store close the retail store. Session-4: Store Maintenance1. Managing the 1. Cleanliness of the 1. Differentiate Interactive Lecture: operations and store premises between Process of store maintenance of the depend on the maintenance and maintenance. retail stores. maintenance of the administration of Activity: store still store. On-the-job in a super merchandising 2. Operate simple market store and with the customer product handling learn the process of goes on. with handling and merchandising by maintenance. maintaining flow of stocks. 3. Determines the business hours and the target audience of the stores.2. Manage the 1. Product 1. Identify the Interactive Lecture: receipts of procurement & product On movement of products issued issues of products. movements from products issued from from store. the stores and stores to the retail purchase items by section. the customers. Activity: 2. Maintain the On job orientation of receipts of receipts and issue of products issued product from the from store stores.

64Introduction

In our daily life, we come across retail

shops in the nearby residential areas orshopping malls. Retailing affects everyfacet of our life. Have you ever thoughthow many daily contacts we have withretailers when we eat meals furnish ourhome, have our car fixed, and buyclothing for a party? A retail store is abusiness that sells products and/orservices to consumers for their personalor family use. If you look around, you Retailers provide the goods and services you and I need—will find different forms of retail stores from food, auto parts, apparel, home furnishings, appliances,such as departmental stores, discount and electronics to advice, home improvement, and skilled labor. Let’s take a look behind the scenes at the many facetsstores, variety stores, speciality stores, of this exciting business.convenience stores.

A retail store is also classified by the type of products they sell, for example foodproducts, durable goods (appliances, electronics, furniture, sporting goods, etc.) andsoft goods or consumables (clothing, apparel, and fabrics). Often people think ofretailing which are sold and bought in stores, but retailing also involves the sale ofservices: staying in a hotel while on vacations, a haircut saloon or a beauty parlour, aDVD rental, or a home-delivered pizza. Not all retailing is done in stores. Examples ofnon-store retailing include online selling or the direct sales of cosmetics by Amway.

Store operations is operating and overseeing all the functions of the store from settingup shop, deciding what type of products you want to sell, deciding on what type ofcustomers you are trying to attract into your store, then ordering the products, hiringpersonnel, pricing the products, deciding on a location, taking an inventory, advertisingthe products, etc. Whatever form, the retail store enters into for buying and selling,every retailer rolls out a standard operation procedure (SOP) which includes allfunctions of operating relating to customer service, health safety and protection,maintenance and distribution.

In this Unit, the student will be learn about the basic principles of a store operationswhich includes the store layout, store design, store procedures and store maintenance.

65 Session 1: Store Layout Relevant KnowledgeStore layout and design plays an important role in defining the store image. The storelayout and design tell a customer what the store is all about. It is very strong tool tocreate store image in the minds of the consumers. It is defined as a physical location ofvarious units of the stores that facilitate shoppers. It is a plan to make effective use ofspace. It takes into account the customer flow pattern, display of merchandise,permanent structures like aisles and fixtures.

Good Layout for a Retail Store

The success of a retail store is influenced by its layout design and the ambience(atmosphere) created by the retailers. You never get a second chance to make a firstimpression. This age old saying is especially true in relation to design and atmosphereof a retail store. The first impression given to the potential customer determineswhether the retail store has gained or lost a buyer. The basic functional principle of aretail store is to show the products and sell the product. Both these activities require aspace to accommodate products, services and people.

SpaceThe space needed for a retail store differs with the nature of the retail store. It could be afixed location in a building, a more flexible location like a market tent often seen in fairs,or a mobile space like an ice cream cart or a street vendor.

Considerations for the Store Layout

A good store layout serves many purposes: Store Atmosphere: The physical characteristics and surrounding influence of a retail store creates an image in order to attract customers. The store must offer a positive ambience to the customers for them to enjoy their shopping and leave with a smile. o The store should not give a cluttered look. o The products should be properly arranged on the shelves according to their sizes and patterns. Make sure products do not fall off the shelves. o There should be no foul smell in the store. o The floor, ceiling, carpet, walls and even the mannequins should not have unwanted spots.

66 o Never dump unnecessary packing boxes, hangers or clothes in the dressing room. Keep it clean. o Make sure the customers are well attended. o Don’t allow customers to carry eatables inside the store.

 Enhance Sales: The store layout should enable the customers to move around the store conveniently. This is done by preparing a circulation plan. Circulation is an invisible force which revolves around the customers so that they cover the entire range of merchandise under display leading to maximize the purchase. Normally the destination category is kept in the last so that the customer is forced to walk up the entire store. In this way, the retail store owner tempt the customer to make impulsive buying. You must have noticed in a grocery shop that the popular items such as milk, curd are kept at the end. Why? Because they are necessary items and customers will certainly lay hands on them however far they are placed. If they are laid at the entry of the store, the customer will always remain foreign to the rest of the store. Ultimately, the aim is to make sales and earn profit.

 Maximize Returns per Square Foot: A well planned layout enhances the utilization of customer’s time and best of the shopping experience. A good layout provides a balance between available space for display and the return on productivity. In this way, it becomes important to decide the alternative design types, allocating space for bulk stock selling and effective use of walls and windows. These provide opportunity to customers to move around and experience the products in a much better way.

 Match the merchandise with the format: retail stores are designed to target the specific kind’s of customers. Have you visited the music stores like Planet M, Music World etc? What kind of ambience do you find? On the other hand, compare it with the designer boutique, jeweler shop or a home fashion store. Do you see any difference the ways store layout is treated? A music store focuses on youth so the fixtures are heavy filled by flashing lights and lively music. Whereas, the later categorized stores have lighter and organised serene ambience to capture the mood of customers. Therefore, different types of target groups by age, education, gender affect the store design, ambience and layout.

 Assistance for differently abled women, children and safety of customers

The layout for the store should provide convenience for variety of shopper’s visiting it. Now, if you visit the retail stores, Kine Globus, shoppers stop,

67 pantaloons etc., we will observe the stores arrange for handicap access along with the rooms for mothers with babies and rest rooms for old people. Care is taken that the furniture have no sharp edges and the flooring is not slippery. The main aisles are wide to avoid cramping during peak shopping seasons. Hence, the importance of layout can be summarized in the following manner: 1. It guides the flow of customers to all parts of the store showcasing the best of merchandise offered on sale. 2. It provide for impulsive buying. 3. It permits the store to maximize the use of space in relation to non selling space in the store. 4. It aids the customer in selecting and comparing merchandise 5. It leads to maximize sales.

Forms of Layout in Retail Store

The retailer must plan out each and everything

well, the location of the shelves or racks todisplay the merchandise, the position of themannequins or the cash counter and so on.

1. Straight Floor Plan

The straight floor plan makes optimum

use of the walls, and utilizes the space in

68 the most judicious manner. The straight floor plan creates spaces within the retail store for the customers to move and shop freely. It is one of the commonly implemented store designs. This type of design you find in Reebok and Nike.

Advantages 1. Motivates shoppers to spend time and explore the merchandise. 2. Maximizes sale through impulsive buying. 3. Appropriate for stores where selling approach is consultative and personal.

Disadvantages 1. Inefficient use of space resources. 2. As vision is blocked, the chances of shop lifting are higher.

2. Diagonal Floor Plan

According to the diagonal floor plan, the

shelves or racks are kept diagonal to each other for the owner or the store manager to have a watch on the customers.

Diagonal floor plan works well in stores

where customers have the liberty to walk in and pick up merchandise on their own. The major customer aisles begins at the entrance, loops through the store and returns the customer to the front of the store generally used in departmental stores. Examples are Ritu wears, Shopper’s stop.

Disadvantages 1. Not very aesthetic, looks clumsy and the very principle of impulsive selling is not served.

4. Mixed Layout

This type of layout blends the advantages of straight floor and diagonal store layout thereby eliminating the disadvantages of both. In spine layout, the main aisle runs through front to the back of the store transporting the customers in both directions. On the either side of this spine, the merchandise departments use either the straight floor or diagonal layout which branches out towards the back aisle walls. You find this type of store layout in United Colors of Benetton.

EXERCISE1. Visit a retail store, interact with the store owner/store personnel and customers and ask the following questions and write their reply in not more than 50 words: Questions for Store Owner/Store Personnel (i) How the types of fixtures, merchandise presentation methods and techniques are planned and help in sales floor.

70 _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________(ii) How has store design led to the store’s success. _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________(iii) How has aesthetic ambience and visual communications increased the store productivity. _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________

Questions for the Customers

Testing the Store Image from Customers(iv) Is the shopper able to determine: a) Store’s Name b) Line of Trade c) Price Position d) Ambience and store environment(v) Do you visit the store again for shopping centre _______ y/n If yes, the most preferred point for return _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ If no, state why. _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________

71A. Fill in the blanks 1. A retail store space is divided into __________ and ____________. 2. Three important forms of store layout are________________, _____________ and __________________. 3. The primary objective of a retail store is to _________________. 4. _________________ is the key to success in a retail business. 5. ____________ and __________ leads to the long term relation of customer with the retail store.

B. Multiple Choice Questions

Tick the correct answer 1. The purpose of effective store layout is (a) To earn profit (b) Better shopping experience to customers (c) Attract the target potential customers (d) All of the above

2. Ideally, a store design should include:

(a) Adequate non selling space for the assorting the stocks (b) Big room for the stores manage (c) Maximum returns per square foot and flexibility in store design (d) None of the above

5. The ISO specified Symbol for the First Aid Kit is

CHECKLIST FOR ASSESSMENT ACTIVITY

Use the following checklist to see if you’ve met all the requirements for AssessmentActivity.

Part A What do you mean by the store layout? State the considerations for store layout? Explain the forms of retail store layout?

Part BDiscussed in class the following: Importance of store layout and design in a retail store Steps for designing retail store layout. Differentiate between the store design and store layout. Different forms of retail store layouts. Planning a retail store layout

Part CPerformance StandardsThe performance standard may include, but not limited to:

Performance Standards Yes No

Able to identify the suitability of retail store layout as per the nature of business. Able to demonstrate the steps for designing retail store layout.

73 Session 2: Store Design Relevant KnowledgeDesigning a store layout includes deciding the best methods of presenting goods to thecustomer. Goods are presented either on shelving units, hanging from something, onpegboard, stacked or placed on dump tables. The methods determined are designed tooptimize sales volumes.

Objectives for a Store Design

Typically, a store design cannot achieve all of these objectives, so managers make trade-offs among objectives, such as providing convenience versus encouraging exploration.

Elements of Store Design

The basic elements in a design that guide customers through the store are the layout,signage, and feature areas. A good store layout helps customers to find and purchasemerchandise. Several types of layouts commonly used by retailers are the grid, racetrack, and free-form. The grid design is best for stores in which customers are expectedto explore the entire store, such as grocery stores and drugstores. Racetrack designs aremore common in large upscale stores like department stores. Free-form designs areusually found in small specialty stores and within large stores' departments.

Signage and graphics help customers locate specific products and departments, provideproduct information, and suggest items or special purchases. In addition, graphics, suchas photo panels, can enhance the store environment and the store's image. Digitalsignage has several advantages over traditional printed signage, but the initial fixedcosts have made the adoption of this technology slow. Feature areas are areas within astore designed to get the customer's attention. They include freestanding displays, endcaps, promotional aisles or areas, windows, cash wraps or point-of-sale areas, andwalls.

Space management involves two decisions: (1) the allocation of store space tomerchandise categories and brands and (2) the location of departments or merchandise

74categories in the store. Some factors that retailers consider when deciding how muchfloor or shelf space to allocate to merchandise categories and brands are (1) theproductivity of the allocated space, (2) the merchandise's inventory turnover, (3) impacton store sales, and (4) the display needs for the merchandise. When evaluating theproductivity of retail space, retailers generally use sales per square foot or sales perlinear foot.

The location of merchandise categories also plays a role in how customers navigatethrough the store. By strategically placing impulse and demand/destinationmerchandise throughout the store, retailers can increase the chances that customers willshop the entire store and that their attention will be focused on the merchandise that theretailer is most interested in selling. In locating merchandise categories, retailers need toconsider typical consumer shopping patterns.

Retailers utilize various forms of atmospherics—lighting, colors, music, and scent— to

influence shopping behavior. The use of these atmospherics can create a calmingenvironment for task-oriented shoppers or an exciting environment for recreationalshoppers.

The goal of any retail location is to draw customers into the store and then persuadethem to make a purchase. Good advertising and promotion work to bring customers in,but what happens once customers get into a store largely depends on the layout anddesign of the store. Both play a huge role in how customers rate their experiences andwhether they decide to buy, and if they return or recommend the store to others.

Opening a retail store can reap many rewards. Retail stores must offer a uniqueenvironment that set them apart from others. Well-planned retail store design ideasconcerning layout should allow a retailer to maximize sales for each foot of the allocatedselling space within the store. By utilizing a grid wall, for example, a retail store canaccommodate almost any product. Every inch of every available space must beefficiently planned for maximum display advantage. Nothing is an accident when itcomes to retail store design ideas.

A retailer should study successful floor plans and retail store design ideas. One of thesecrets to successful sales is to create the right atmosphere. Selling is a seduction of sortsand setting the mood is part of the equation. Lighting is very important; it should bebright enough to enable customers to easily see products but not too harsh. Spotlightscan call attention to specific items. It is very important to select and care for storefixtures, as well as using special lighting techniques to accent your products.

75Tips for Store Design and LayoutThe signage displaying the name and logo of the store must be installed at a placewhere it is visible to all, even from a distance. Don’t add too much information. The store must offer a positive ambience to the customers. The customers must leave the store with a smile. Make sure the mannequins are according to the target market and display the latest trends. The clothes should look fitted on the dummies without using unnecessary pins. The position of the dummies must be changed from time to time to avoid monotony. The trial rooms should have mirrors and must be kept clean. Do not dump unnecessary boxes or hangers in the dressing room. The retailer must choose the right colour for the walls to set the mood of the customers. Prefer light and subtle shades. The fixtures or furniture should not act as an object of obstacle. Don’t unnecessary add too many types of furniture at your store. The merchandise should be well arranged and organized on the racks assigned for them. The shelves must carry necessary labels for the customers to easily locate the products they need. Make sure the products do not fall off the shelves. Never play loud music at the store. The store should be adequately lit so that the products are easily visible to the customers. Replace burned out lights immediately. The floor tiles, ceilings, carpet and the racks should be kept clean and stain free. There should be no bad odor at the store as it irritates the customers. Do not stock anything at the entrance or exit of the store to block the way of the customers. The customers should be able to move freely in the store.

The retailer must plan his store in a way which minimizes theft or shop lifting.(i) Merchandise should never be displayed at the entrance or exit of the store.(ii) Expensive products like watches, jeweler, precious stones, mobile handsets and so on must be kept in locked cabinets.(iii) Install cameras, CCTVs to have a closed look on the customers.(iv) Instruct the store manager or the sales representatives to try and assist all the customers who come for shopping.

76(v) Ask the customers to deposit their carry bags at the entrance itself.(vi) Do not allow the customers to carry more than three dresses at one time to the trial room.

EXERCISE(i) What are the objectives of store design? ________________________________________________________________________ ________________________________________________________________________(ii) State the elements of store design? ________________________________________________________________________ ________________________________________________________________________(iii) Explain the tips for store design and layout? ________________________________________________________________________ ________________________________________________________________________(iv) What precautions are taken to minimizes theft/ shop lifting? ________________________________________________________________________ ________________________________________________________________________

A. Fill in the blanks

1. The store should be adequately lit so that the products are easily visible to the ___________. (customers) 2. The trial rooms should have the ___________ and must be kept clean. (mirrors)

B. True or false 1. Free-form designs are usually found in small specialty stores and within large stores' departments. (T) 2. A good store layout does not help customers to find and purchase merchandise. (F) 3. The goal of retail location is to draw customers into the store and then persuade them to make a purchase. (T) 4. Merchandise should be always displayed at the entrance or exit of the store. (F)

77 5. Signage and graphics help customers to locate specific products and departments, provide product information, and suggest items or special purchases. (T)

CHECKLIST FOR ASSESSMENT ACTIVITY

Use the following checklist to see if you’ve met all the requirements for AssessmentActivity.Part A State the elements of store design? What are the objectives of store design? Explain the tips for store design and layout? What precautions are taken to minimizes theft/ shop lifting?

Part B Differentiate between the store layout and design. Explain the tips for store design and layout.

Part CPerformance StandardsThe performance standard may include, but not limited to:

Performance Standards Yes No

Able to identify the objectives of store design. Able to find out the tips for store design and layout.

Session 3: Store Procedures

Relevant KnowledgeStore operation resources and daily procedures creating internal controls forestablishing retailing functions of the retail stores. The best time to establish policiesand procedures for your retail business is during the planning stages. By anticipatingproblems before you open your doors, you can strategize how you’ll handle specialsituations, as well as the normal day to day operations. This helps avoid makingmistakes once you’re faced with customers.

78Standard Operating Procedures in RetailStandard Operating Procedure (SOP) is a set of written instructions that document aroutine or repetitive activity followed by an organization. Operational procedures arevital to the business of running a retail store. Procedures typically cover all activities inthe store, from sales transactions to customer support to inventory. The developmentand use of SOP has various advantages for the organization. Following standardoperating procedures increases sales, boosts worker productivity and enhances a store'simage.

StandardizationAn SOP minimizes the variation and promotes standardization through consistentimplementation of a process or procedure within the organization.

TechnologyRetail stores use some type of business software or point-of-sale system to track sales.This allows managers to determine what products are selling well and helps them trackinventory. Retailers often use this electronic information to generate product orderswhen replenishing stock levels.

Inventory ManagementInventory management procedures pertain to the handling of products in a store. Theseprocedures include receipt of inventory by verifying that each product is in the order asquoted; regular counting of inventory; and installing cameras or mirrors to limit orprohibit theft.

MarketingRetailers use marketing strategies to draw customers into the store and entice them topurchase goods or services. Marketing tools include radio, newspaper and televisionadvertisements; special pricing; in-store promotions; and signs outside the store toattract buyers.

Labor PracticesEmployees are typically a large expense for retailers. Companies often devise schedulesto ensure enough workers are available to cover the business' needs without increasingoperating costs. Retailers sometimes hire younger people willing to work for lowerwages to save the company money.

79Store Procedures in regard to Exchanges and ReturnsDepending on the size of the retailer, other transactions may take place at the point-of-sale. Small retailers commonly deal with lay-by, returns and exchanges at the point ofsale area, whereas larger retailers may have a dedicated section dealing with these othertransactions. The necessary documentation must be completed accurately andefficiently to facilitate the transaction.

Common Transactions Include:

 Lay-by – allows goods to be purchased by installments. The goods remain the

property of the retailer until they are paid for in full. The procedure for laybys varies according to the retailer’s policy and procedures; however there are strict guidelines that all retailers must adhere to.

 Refund or exchange of goods – certain conditions must be met for retailers to

refund money for goods returned or exchange items. Refunds are governed by law under the NSW Fair Trading Act 1987, and the Trade Practices Act 1974. The Australian Competition & Consumer Corporation (ACCC) is charged with enforcing statutory rights under the Act.

In a retail environment, opening and closing times present unique security risks. Atthese times, employees are particularly vulnerable to robbery. The following policy canbe modified for any retail business that stores cash and valuables such as banks andjewellery stores.

This procedure assumes that the store has an alarm system designed to arm/disarm thepremise alarms (motion detectors, door and window contacts, etc.) and burglar alarms(safes, vaults and other storage containers) separately. The policy can easily be modifiedto accommodate other alarm system configurations.

Opening Procedure

At least two employees must be present to open the facility. One employee will enterthe facility, while the other waits outside in a locked vehicle with access to a mobilephone. The outside employee will maintain a clear view of the facility and wait for thepredetermined all clear signal from his/her associate.

If the outside employee notices anything suspicious, or does not see the all clear signalin a reasonable period of time, he/she will immediately call police and then call thecompany's security department.

80Upon entering the facility, the inside employee will relock the front door and disarm thepremise alarm system. If the employee is threatened while disarming the system,he/she will enter a duress code into the alarm system keypad.

After disarming the premise alarm system, the employee will walk around premise tolook of signs of intruders or forced entry. The employee will pay special attention to restrooms, offices, and other areas where an intruder may hide. If an intruder is suspected,or a sign of forced entry is noticed, the employee will immediately leave the facility andcall police and then call the company's security department.

After checking the interior of the facility the inside employee will post thepredetermined all clear signal. The signal must remain visible until all scheduledemployees have reported for the day.

Safe and vaults should be disarmed at the latest practical time. If an employee isthreatened while disarming the vault he/she will enter a duress code into the alarmsystem keypad.

The front door will remain locked until opening time.

Before opening for business, all camera views will be checked to make sure cameras areaimed properly. The DVR will also be checked to verify that it is recording. Anyproblems with the cameras or DVR will be reported to the security departmentimmediately.

Closing ProcedureAt closing time, one employee will lock the customer entry door(s) from inside. Anemployee will be stationed at the front door to let any customers remaining in thefacility out one at a time.

Employees should take special notice of any customers that seem to be loitering orintentionally trying to be last in line. Anyone who seems to be intentionally loiteringshould be reported to the manager.

No customers will be admitted after the doors have been locked. Any employeesattempting to gain entrance must show proper identification. No vendors or servicetechnicians will be allowed access unless they have been given prior authorization.

After the final customer has left, and the front door has been locked, one employee willconduct an initial walk-through of the area. Special attention will be paid to restrooms,closets, employee lounge, storage rooms and any areas where individuals may behiding.

81One employee will be designated to conduct a final walk through of the premises beforefinal closing. At this time, the employee will confirm that all cash, negotiable items andvaluables have been properly stored and that all safes and cabinets have been locked.The alarm system controlling the safes and vaults will be armed at this time.

Prior to leaving, all lights should be turned off, except for those lights which will allowthe lobby to remain visible from the street after hours.

Two or more employees will remain in the facility until final closing. Before leaving,one employee shall arm the premise alarm system and verify that the employee exitdoor is locked from outside.

EXERCISEVisit a store (Hyper market/discount store/specialty store) and observe the storeprocedures and understand their modus operandi then write down their operationprocedures, it pros & cons and suggest how it can be more effective.

A. Fill in the blanks.

1. Standard operating procedure is a set of _________ that document a routine or repetitive activity followed by an organization. (written instructions) 2. __________________ minimize the variation and promotes _________ through consistent ____________ of a process or procedures within the organisation. (standard operating system, standardization, implementation) 3. Inventory management procedure pertain to the _____________ in a store. (Handling of products) 4. ____________ allows goods to be purchased by instalments. (lay-by) 5. Retailers use __________ to draw customers into the store and entice them to purchase goods and services. (marketing strategy)

B. True/False 1. Standard operating procedure typically cover all activities in the store. (T) 2. A standard operating procedure does not minimize the variation. (F) 3. Inventory management procedures pertain to handling of product. (F) 4. Employees are never a large expense for retailers. (F) 5. In a retail environment opening and closing times present unique security risks. (T)

82CHECKLIST FOR ASSESSMENT ACTIVITYUse the following checklist to see if you have met all the requirements for AssessmentActivity.

Part A What is standard operating procedures. Discuss opening and closing procedure.

Performance Standards Yes No

Session 4: Store Maintenance

Relevant KnowledgeWith customers changing needs and growing demand for retail outlet and chains,maintenance is becoming important issue for retailers. The retailers can check theproducts entered into the retail store and arrange products in an appropriate place.Categorize the products into different segments and put the products as per nature.Then the retailer maintain the proper sale of products and billing and bagging ofproducts.

Main Points for Maintenance of Stores

 Retail store maintenance management that helps in keeping facilities maintenance and repair cost on track. Emergency services should be available 24 hours a day, 365 days a year. Store history should be identify problem areas is part of preventive maintenance software.

83 Store maintenance reporting solutions customized to meet customer’s needs. Fixture installations and National roll outs on time. Cost effective preventive maintenance programs, fire extinguishers and yearly inspection tracking should be programmed. Open invoicing; its open procedures for vendors to insure that they are getting an honest price. Have access to qualified facilitators for retail store maintenance. The ability to resolve maintenance problem through communications, your locations and our contractors.

Store Maintenance provides all of the management services & maintenance trades thatis needed in a retail environment. Retail maintenance is a very specialized field. Tomaintain a store is not a one man task. For this, retailer requires help of maintenancecompany.

Following working process of maintenance management solution:

 100% Web-Based Application requiring no installation on client machines The Service Requester allows members to request maintenance using their web browser Technicians can be paged and assigned work Work History is stored and recorded for each location and asset Easy to set up Preventive Maintenance schedules Open architecture with easy integration to other applications Built using standard Microsoft Web Technologies

that runs entirely inside your Internet browser. This allows you to get up and runningquickly – without having to install anything on client machines. You can focus on whatyou do best rather than having to maintain maintenance software. Employees,contractors, requesters and management can access Maintenance Connection fromwherever they are using an Internet browser. Organizations with multiple sites caneasily keep their maintenance records in one place.

With the growing demand for retail outlets and chains, the maintenance managementsystem of these buildings is becoming increasingly important. In order to maintain aclean street appeal and a 100% operational facility, it is important to have software to

84help manage maintenance. As your chain of stores grows, you can expand the assethierarchy and develop reports of how much was spent on any given store or group ofstores over a period of time. Use the Service Requester to allow those working withinstores to request maintenance at their location. The software can store an unlimitednumber of service vendors that you can then search for and contact to resolvemaintenance issues.

Using Maintenance provider service is simple, easy-to-use web-based application can

Multiple Locations (chains) HVAC Units Signs

EXERCISEVisit a store (Discount/Speciality/Super market). Observe the methods or proceduresof store maintenance and what are the main points to be considered while maintaininga store. Write about store maintenance procedures or method of two stores andcompare between two (either similar nature store or different).Compile your report by exploring pros and cons in their procedures and suggest thepractical approach in maintaining store.

87 of loading and objectives of objectives of Functions and unloading loading & loading & objectives of loading unloading unloading & unloading 2. Discuss the 2. Practice each and Activity: significance of every objective Discuss with your loading & instructor the unloading significance of loading & unloading and make a brief report3. Identify the 1. Types of problems 1. Analyze the Interactive lecture: problems faced during various issues with Problems in retail associated with transportation in retail transport retail transport retail transportation Activity: 2. Solutions to 2. Suggest solutions Hold a group overcome overcome for discussion to find problems in retail problems in retail solutions to the transportation transport problems of retail transportation Session 3: Delivery Procedures1. Understand the 1. Describe various 1. Differentiate Interactive Lecture: various Delivery Delivery between Various Delivery procedure Procedures for Procedures for Delivery in retail stores delivery of items delivery of Goods Procedures Activity: used in Malls, Delivery process of Grocery Shops Departmental Stores and Web Based & Malls Service2. State the Delivery 1. Identify the 1. Demonstrate Interactive Lecture: Process of methods for Procedures of Delivery procedure Departmental packing, bagging Packing, Labeling, in retail stores Store/Malls and arranging for Marking and Activity: delivery in arranging for Delivery process of departmental delivery in Departmental Stores stores & malls departmental & Malls stores and malls3. Identify the 1. State the methods 1. Demonstrate Interactive Lecture: Delivery Process for packing Procedures of Delivery process of of Grocery/Small Labeling, Marking Packing, Labeling, grocery/small shops Shops and arranging for Marking and Activity: delivery arranging for Role Play on 2. Process of Home delivery of Customer Handling, Delivery grocery/small Packing, bagging shops and Delivery of 2. Demonstrate the goods. process of Home Delivery Session 4: Laws in Record Maintenance1. Identify the 1. State the various 1. Demonstrate the Interactive Lecture: various records & Records & posting entries in Maintenance of

88 maintenance Maintenance used Registers. Records in followed in Retail in organized 2. Identify the Organised Retail Retail Sector methods of Activity: maintenance in Visit to retails organized retail. organization and observe the recording maintenance system. 2. Understand the 1. Laws for Record & 1. State the posting Interactive Lecture: laws of various maintenance entries in Registers Laws for record & methods used in by small maintenance of maintenance small shops/ shops/Grocery record in small Grocery Shops/ Shops/Small Scale shops/grocery Small Scale Industry shops/small scale Industry 2. Find out the laws industry. of maintenance in Activity: small Visit to small shops/grocery shops/grocery shops/small scale shops/small scale industries industry observe the laws followed in recording maintenance system.

Introduction

Marketing is regarded as crucial element for the success of any enterprise. Over the lastdecade, the retail marketing in India has grown significantly. We have witnessed thelaunch of a large number of retailers entering into retail industry.

Retail is the final stage of any economic activity. By virtue of this fact, retail occupies animportant place in the world economy. Retailing refers to all activities involved inselling goods or services to the final consumers for personal, non business use. Aretailer or retail store is any business enterprise whose sales volume comes primarilyfrom retailing. Put simply, any firm that sells products to the final consumer isperforming the function of retailing.

Retail market refers to place where a group of consumers with similar needs and agroup of retailers meet using a similar retail format to satisfy those consumer needs.

The supply chain distribution logistics encompasses all activities and exchangesinvolved in extracting, processing, manufacturing and distributing goods and servicesfrom raw material through to the end consumer. It requires retailers to take a completeview of these activities and adopt innovative approaches to meet customer’s needs with

89great efficiency. Keeping in view the importance of logistics the billing, transport anddelivery aspects are very much required for running the retail business. In this modulewe covered the retail aspects like billing procedure in retailing, elements oftransportation and delivery system in retail business.

Session 1: Billing Procedures

Relevant KnowledgeThe maximum number of customer interaction that one faces in a retail store is the cashcounter. Hence it becomes very important to keep the cash counter very efficient andmanned at all times. An effective and neat cash counter is a sign of a very professionallymanaged store.

It’s the responsibility of the cash counter in-charge or the head cashier to see to it thateach and every cash counter is managed properly. At start of the trading it’s importantthat the cashier assigned to a specific cash counter needs to look into the followingpoints: The cash counter is neat and tidy To ensure the cash till/POS machine is working To check all telephone lines and EDC machines are working To ensure stationery is available To ensure returns are sent back

Cashiers should ensure that Q-managers are in place in front of the cash counter toavoid crowding of customers in front of the cash desk.

The head cashier should ensure this is practiced religiously every day.

Usually a head cashier is expected to generate a report which shows the total number oftransactions done in all the cash counters, a detail SKU wise report, a detail tender wisereport and a detail report in all individual cash counters which will reflect all thecancellations done, refunds made, and any other specific transaction made apart fromthe billings made. Based on these reports the head cashier has to submit his dailysubmission report to the store manager. Also all investigations are done based on thesereports. Some software also has the efficiency to generate report period wise, apart fromdate wise, and also time wise, i.e. between a specific time periods in a day, individuallyin all cash counters. The more the reports are detailed the easier it becomes for a headcashier to investigate a case.

90This highly loaded POS is capable of integrating with all types of POS accessories.

Users reduce the waiting time of their customers at billing counters. They also preventshrinkage loss at the front end of the store by eliminating chances for malpractices &mistakes. The Key Features retail billing is as under: Provisions to capture additional information in invoice helps better tracking in cases of home delivery Easy to use Product search interface helps in quick & efficient product search based on different parameters like product code, name, product alias & barcode Supports EAN, UPC, GTIN, QR and custom designed bar code scan Hold bill is great feature to hold a particular bill & resume it after some time Facility to maintain scanned copies of important documents in the software for parcel entry tracking Supports Exchange feature which allows setting of multiple exchange prices for the same product Supports Exchange scheme in billing. Multiple exchange price can be defined for the same product based on condition Supports retail & tax invoice Quotation/Proforma/Sales Order/DN to Sales Bill conversion Fix price of the product depending on purchase price or as per demand. This results in fixing optimum selling price if same product is purchased at different rates Swipe card readers interface to reduce credit/debit card tender time Supports all types of payment modes like Cash, Card, Coupon, Gift voucher, mixed payment tender type such as part cash, part credit card, etc Auto recovery & Offline billing possible if connection with server is disturbed Supports Till Management which facilitates recording of all sales, purchase details & cashing up Supports exchange dues Due bill payment feature allows processing of unsettled bills Facility to maintain manufacturer, supplier & your own product code

91Solution HighlightsEasy, Fast & Robust BillingEnhance billing through the integration of barcode scanners and weighing scale to thePOS. The cashier just needs to scan the products & print the bill. In some cases, they caneven hold a bill and recall the same thereby serving the long queue of customers faster.

Re-order based on Sales/Stock

Our comprehensive re-order features help you plan replenishment wisely based onprevious PO, purchased quantity and item sold quantity for a particular period. Youcan also generate supplier-wise PO by analyzing last 'N' day, weekly, monthly & yearlysales details.Purchase Formula & Price LevelSimplify purchase entry for each one of your supplier using ourPURCHASE FORMULA with discounts, taxes, freight, etc. It takes onetime configuration that helps you to do inward process entry easilywithout any mistakes & effortlessly.Effective Day-end ProcessYou need to have control over the billing counter staff to preventpilferage. Achieve this by using snapshot, session management, tillmanagement & cash hand over features in your POS. In-fact, day-endreport will reflect counter-wise excess or shortage of cash accurately.Repacking, Split & Kit itemsInventory of grocery items which are purchased in bulk quantity andlater repacked in small quantities are manageable. Items can also bebundled as a KIT item like gift pack.

Home Delivery & Due Bill

Orders which need to be delivered at the doorstep can be billed as Duebill. Type of payment by customer can be captured later with deliverystatus.

Credit Card & Coupon Tracking

Entire cycle of debit or credit card and coupon transactions aretrackable in detail. Apart from that, you can also trace couponscollection, deposit and reimbursement details.

Check Actual & Analyze Status on the go to Support Decision Making

Go-Frugal's report tool is very flexible, easy to use, fully customizable. It provides MISreports that help decision making, analyzing the trends & competition. This helps youto know the current status of the stores, keeping track of various transactions, etc. Thisreporting tool includes more than 350 pre-defined reports & designed to take care of allreporting needs of any business. Go-Frugal's Webreporter, an add on product gives youthe ability to see reports on the Internet via browser from remote locations. The KeyFeatures of this Webreporter is as follows: Report personalization allows you to configure the reports i.e. grouping fields in a report, customizing columns display order, related reports can be grouped/mapped & report filters can be customized. Reports can be added to "Myreport" for frequently viewed reports. All reports can be exported to Excel, HTML, PDF & mail formats. Comprehensive stock, sales & purchase analysis based on product, distributor, manufacturer, category & returned transaction. Supports generation of Inventory Analysis reports such as age analysis, product margin, category-wise stock & excess stock. Master data analysis like newly created customers list for a given period. Salesman commission analysis based on total value of sales, sales return, commission slab based or product age based. Generates list of Top N customer for month, non-regular customers, fast & slow moving products, dead stocks/non-billed products, inventory transaction, etc. Supports report scheduler & report security (reports can be configured by each user). Supports Day end report for filtering the records on a given date for given bill types & choose the bill to edit (in Bill Entry Screen). Generates other reports like Sales & Purchase tax, Price level, Price drop, repack, current stock, stock re-ordered, stock ledger, stock movement, etc. Users can create customized report templates by defining & selecting fields.

93Telecom Retail Billing

When we talk about telecom billing then by default it is about retail billing. As definedearlier telecom retail billing is defined as follows:

Telecom billing process also includes receiving and recording payments from thecustomers.

Retail billing deals directly with the end customer and comes with lot of challenges tomeet end customer expectations and regulatory obligations. A billing is assumed to besuccessful as long as it is fulfilling following criteria:

 Timely Billing: End customer's invoice is being generating on time i.e. nominal date. There may be some circumstances when end customer does not get their invoices on time because of some logistic issues. But it is IT's responsibility to generate all the due bills on due date.

 Billing Accuracy: This is most important factor for the customer satisfaction and from regulatory obligation point of view. If billing system is not generating accurate bills then it can lead to serious business issue from legality point of view as well as leaving a customer in unhappy state.

Retail Vs Wholesale Billing

Retail billing deals with end customer and billing an individual customer where aswholesale billing dealing with billing to the following entities depending on situationand nature of business: Billing resellers associated with a telecom operator. Billing interconnects partners for providing interconnection to make calls to other operators' customers. Billing roaming partners for providing services to their customers when they roamed in an operator's coverage area.

Wholesale billing is easy in comparison of retail billing and allows a big level ofthreshold of tolerance where as retail billing always needs to be 100% accurate.Wholesale billing can never if 100% accurate because of various reasons like differencein prices configured in two operators systems or difference in number of calls ratedbecause some of the calls may got missed at any network element.

94There are specialized billing systems which are being used to handle retail billing likeConvergys and Amdocs Billing systems are famous for retail billing where as ASCADEand INTEC billing systems are famous for wholesale billing.

Wholesale billing can also be settled using retail billing systems by using simple reportsbecause they do not deal with to many discounts and promotion types where as retailbilling needs all these complications and can not be handled using wholesale billingsystems.

All the concepts discussed so far in this tutorial was related to retail billing andsubsequent chapters will discuss about interconnect billing, roaming billing and otherbilling types.

EXERCISE

Visit two malls or stores of your nearest area observe the billing procedure and writeyour report comparing of two stores for billing procedure and summarize withsuggestions to improve billing in the store.

Note: For this assignment you can gather to 10-20 customers of each store, suggestionson billing procedure of each store.

A. Fill in the Blanks

1. It’s the responsibility of ________________ to see that every cash counter is managed properly. (cash counter in-charge/head cashier). 2. ______________ features which allows setting of multiple exchange prices for the same product. (support exchange). 3. Auto recovery and ______________ is possible is connection with server is distributed. (offline billing) 4. Telecom billing process includes ____________ and ___________ payments from the customers. (receiving, recording) 5. Wholesale billing can also be settled using __________ (retail billing system)

CHECKLIST FOR ASSESSMENT ACTIVITY

Part B What is the billing procedure? What are the responsibilities of billing in-charge? What are the key factories of retail billing? Effective billing solutions. Wholesale and telecom billing.

Part CPerformance StandardsThe performance standard covered by the assessment includes the following, but notlimited to:

Performance Standards Yes No

Able to identify billing procedure in retail.Able to identify key features of retail billing.Able to identify responsibility of billing in-charge.

96 Session 2: Elements of Transportation Relevant KnowledgeIn general the modes of transportation in marketing management are (1) Road (2) Water(3) Air. These modes or a combination of it is used to transfer raw material to workingspot or factory, finished goods to whole seller, further to retailer and lastly to consumer.In this module let us discuss about transportation of goods from retailer up to handingover to consumer.

Modes of Retail Transportation

As said in the above paragraph that transportation can be done in any of the threemodes - road, water, air. But in retail marketing there are two important types - storeand non-store retailing. In non-store retailing and in e - retailing in most of the cases allthree modes may be adopted. Here postal department services or courier services areadopted. Both postal department and courier services use various methods/use variousmodes with main objectives to deliver goods at a shortest time and low cost. Normally acombination of different modes of services is adopted to obtain best result. Thiscombination is usually decided by origin and destination points.

Some of the points which decide about modes are:

 Distance between two points is small: if distance is small and well connected by road, then, normally water and air modes are not considered. Distance between two points is too high and weight of the goods is small: A combination of road and air can be used. Distance between two points is too high and weight of the goods is high: A combination of road and water (ship) can be used. A combination of water and road is used when road connection is not good and boat is a mode of transportation. A combination of road and train is used depending upon facility available for the same.

In case of store retailing normally different modes of road transportation is adopted

depending upon the situation. Here delivery of the goods is of two types (1) delivery ofthe goods from store to customer example: hardware materials, tails etc. or (2) fromshowroom to customer example: normal grocery items in kirana store. In the above two,method adopted depends on easiness of loading and unloading process.

97In general retail transport can be treated as movement of goods from store or showroomof retailer to handing over it to the consumer.

Objectives of Retail Transport

 To deliver the goods to the customer in a short time. To deliver the goods at a lease cost. To reduce loading and unloading as much as possible. To improve safety measures during transporting. To adopt all legal requirement towards transportation.

Loading and Unloading of Merchandise

Loading and unloading of the goods is a very important activity in retail management.This activity is associated with cost, time, wastage, handling of material, safety ofemployees and others.

Factor Affected by loading and unloading:

 Cost Time of delivery Wastage of material Safety of employees Government rules

Objectives of Loading and Unloading

When the finished goods is received from factory or wholesale dealer the retailer mustreceive these goods in his store/showroom. For doing this job he has to unload thematerial from the transport device. In the same way when the customer purchases thematerial from the retailer, he has to load the purchased material into the transportationvehicle. These activities are called as loading and unloading of the materials. There arevarious good practices of loading and unloading, some of them are:1. When a bulk order is obtained, send the delivery of the material directly from factory/whole sale dealer to customer.2. Load the materials for delivery to the customer, as early as possible which helps in reduction in stock storage space, early realization of selling price, avoiding obsolesce and minimization of safety cost.

983. Protect the material from fire, rain water, theft etc.4. Delicate materials must be handled carefully.5. While handling hazardous material extra safety measures must be taken while loading and unloading.6. While loading and unloading government rules must be followed towards safety.7. Some materials cannot be stores for longer duration and it has to be handled with care. Example: vegetable etc.

Problems associated with Retail Transport

1. Maintaining supply chain efficiency in face of increasing risk and unpredictability.2. Infrastructure congestion exacerbated by unforeseen or uncontrollable events. (a) Natural disasters (b) Labour strike and shortages (c) Terrorism3. Heightened supply chain security.4. Increasing costs (a) Inventory just-in-time to just-in-case. (b) Congestion e.g. demurrage, fuel, traffic, mitigation fees, container fees. (c) Security.5. Using retail transport for cross border is very complex, time consuming and costly, for example, retail companies needs at least 12 different permissions issued by different authorities.6. For import and export of goods needed customer clearances before sending to distribution centers.7. It is needed to translate all information into national or regional language trigger additional handling and logical efforts regarding the separation and specific treatment of merchandise for different countries. Merchandise has to be logistically separated and relabeled to continue to final destination.

EXERCISE1. Visit a retail outlet or a mall located in your area, interact with the owner and employees and ask the following questions and write their replies in not more than 50 words.

992. Visit a Retail organization, nearby your area, interact with the owner and employees and ask the following questions and write their replies in not more than 50 words.

A. Questions to Employee/owner 1. What are the modes of retail transportation? 2. Is there is any analysis done to improve retail transportation in terms of cost, time, quality of delivery etc.? 3. Are you using door delivery system as one of the method to attract customer? 4. What are the problems faced by you in loading and unloading of a product? 5. What action taken to solve above problems?

B. Question to Employees 1. What are the innovative methods suggested by them in handling the products?

A. Fill in the Blanks

1. Distance between two points is too high and weight of the goods is small then a Combination of ______ and ________ can be used in retail transportation. 2. Distance between two points is too small and weight of the goods is small then ___ can be used in retail transportation. 3. If the distance is high and weight of goods is also high, then _______________ and ______________ can be used for retail transportation. 4. While loading and unloading extra care must be taken for material. 5. For perishable items loading and unloading is an important factor.

B. Multiple Choice Questions

Tick the correct answer 1. Most important mode of retail transportation is - a) Rail b) Air c) Road d) Water

3. This is not one of the mode of retail transportation -

4. Loading and unloading must be -

a) reduced b) increased c) maintained d) none of above

5. Hazardous material must be loaded and unloaded

a) quickly b) carefully c) do not handle d) both a and c

CHECKLIST FOR ASSESSMENT ACTIVITY

Part AUse the following checklist to see if you have met all the requirements for AssessmentActivity.1. Various methods of store and non-store retail transport.2. E-commerce retail transporting.3. Objectives of retail transporting.4. Definition of retail transportation.5. Identify the factors affecting loading and unloading.

1016. Determine objectives of loading and unloading.7. Differentiate the various methods of loading and unloading.

Part BDiscuss the following in Class Room:1. Define retail transportation.2. What are the modes of transportation in e-commerce?3. Explain all types of transportation.4. What are the objectives of retail transportation?5. What is Retail loading and unloading?6. What factors influence Retail loading and unloading?7. What are the objectives of Retail loading and unloading?

Part CPerformance StandardsThe performance standard covered by the assessment includes the following, but notlimited to:

Performance Standards Yes No

Able to identify the difference between various types of transportation. Able to understand the objectives of the retail. Able to learn e-commerce transportation. Able to differentiate the various methods of loading and unloading.

Session 3: Delivery Procedures

Relevant KnowledgeRetail Delivery Process

Fitting out a major retail scheme owes a lot to effective retail delivery management. Weknow retailers value flexibility. The ability to delay decision-making until the lastminute is very important – enabling the latest trends to be incorporated into a store’sdesign, or units to be let at short notice.

Retail developments, by contrast, rely on tight control and effective management to

achieve trading dates. The retail delivery manager provides a single point of contact

102that balances the needs of retailers with the discipline required to meet the openingdate. We know this can’t be undertaken as part of another role. We use a dedicatedresource to ensure that and we understand what the stakeholders need before theycome on board.

Bringing together the centre management, existing tenants, new tenants and theconstruction team, we align all the stakeholders by communicating the design vision,practical constraints and risks face to face.

We make sure that agreements for lease, contract documents and warranties all containthe necessary safeguards and deliverables for a successful fit-out on site, driving outproblems that may otherwise only become apparent the day a tenant arrives on site.

Once on site, we manage the process and interface between stakeholders. Everyone iskept on the same page and aligned with the commercial goals of the project.

We have used our insight and experience to develop a dedicated method. Thisframework provides a clear view of the process from inception to close out, so that eachmember of the project team knows what they are doing and when. In turn, this allowsour clients to concentrate on structuring deals in the knowledge that everything willdovetail together on site.

The Retail Delivery is the management process designed to help guide our tenants fromthe design stages through to the successful opening and trading of a store within aWestfield centre. Fitting out so many stores at once can put tremendous pressure onsupply chains and specialized resources as there are a huge number of developmentscompleting during the same timeframe. Plan ahead and don't be afraid to ask one of theRetail Delivery team for assistance if you need to. The main stages in the Retail Deliveryprocess are set out below:

1. Tenant's Briefing  The Retail Design Manager (RDM) introduces the vision for Westfield Stratford City and presents the Design Guidelines to your design team. The RDM outlines the design approvals process and all design-related queries can be tables at this meeting.  Westfield's Retail Project Manager (RPM) will answer your queries on any technical aspects of the project, discuss a programme of works and outline the process ahead. During (or shortly after) the Retailer Briefing Meeting, you will be issued with a Detailed Tenancy Pack which will contain all the information required for you to start designing your store.

1032. Design Approval  The Tenant will submit the concept design to the RDM at this stage. The RDM will review the concept design and issue comments and approval.  The Tenant will submit a more detailed concept design to the RDM. The RDM will review the concept design and issue comments and approval.

3. Fit-out  At this stage, the Tenant appoints its Fit-Out Contractor and the premises is inspected by the Tenant for access. Westfield conducts the Pre-start  Induction and the Tenant submits pre-start information to the RPM and H&S for review.  The RPM and RDM issue comments. Access to the premises is granted and the Tenant's fit-out work commences. The RPM and RDM monitor the fit-out.  This includes the Tenant's Commissioning, Consent to Trade, Merchandising and Store Opening. Necessary steps are: tenant commissioning and landlord interface; tenant completed snagging; tenant issuance of H&S file (O&Ms), as- built drawings and statutory certificates to RPM; RPM Consent to Trade issued.

4. Completion Stage  During the close out stage, the Tenant Snagging Remedial occurs and the Tenant issues as-built drawings. The RDM issues the Documentation of Works and the Developer releases the Deposit and Deductions.

Retail Delivery Services through different Agencies

Show Me Moving and Home Delivery

We specialize in delivering the items from your warehouse to your customer’s homes.Your customer has made the purchasing decision, paid for the item, and now you needa reliable, trusted partner who knows the importance of an on time, damage freedelivery.

Whether you need professional, insured delivery service three times a week, once amonth or a variation in between; whether you need threshold delivery or white gloveservice; whether you have your own program you'd like us to follow or you'd like us tocustomize a service to create efficiencies and maximize your profits; Show Me Movingand Home Delivery will deliver a hassle free experience to you and your customer.

104With over 75 years of management experience, our team is dedicated to delivering aservice that is developed to eliminate the obstacles that keep you from growing yourbusiness.

Interested in learning more about our services? Call our corporate office at 314.567.6060and ask for Carrie, she wants to meet you from the beginning.

Tapping customers to deliver goods would put the world's largest retailer squarely inmiddle of a new phenomenon sometimes known as "crowd-sourcing," or the "sharingeconomy."

A plethora of start-ups now help people make money by renting out a spare room, acar, or even a cocktail dress, and Wal-Mart would in effect be inviting people to rent outspace in their vehicle and their willingness to deliver packages to others.

Such an effort would, however, face numerous legal, regulatory and privacy obstacles,and Wal-Mart executives said it was at an early planning stage.

Wal-Mart is making a big push to ship online orders directly from stores, hoping to cuttransportation costs and gain an edge over Amazon and other online retailers, whichhave no physical store locations. Wal-Mart does this at 25 stores currently, but plans todouble that to 50 this year and could expand the program to hundreds of stores in thefuture.

Wal-Mart currently uses carriers like FedEx Corp for delivery from stores - or, in thecase of a same-day delivery service called Walmart To Go that is being tested in fivemetro areas, its own delivery trucks.

Retail Delivery by CKDC

As an expert on retail delivery, CKDC will work with landlords to ensure they havebest practice processes and procedures implemented within their business so that itoperates with better efficiency to more expediently open shops, provide improvedlandlord-tenant relationships and enhance the landlord’s retail brand and reputation.

CKDC can assist with:

 Assessing and critiquing current retail delivery processes Assessing current documentation and procedures Analyzing current personnel, consultants and resources and the operational framework they work within

Retail Delivery Services Dynamex

Through years of experience, Dynamex has developed industry-specific transportation

and logistics solutions. Have a unique shipping need? Require logistics servicessupport? Dynamex offers a variety of support services for all types of specializeddelivery and logistical needs, including our retail logistics services.

Retail Distribution

Distribution and delivery across a global supply chain is becoming increasingly

sophisticated and complex. Customer-focused enterprises are under increasing pressureto satisfy customers while reducing costs and streamlining operations. At the sametime, they must comply with regulations from every region.

Wherever your goods must be moved or stored, Dynamex can develop the mostefficient and effective way to meet your requirements in the US and Canada. Ourproven retail distribution services make Dynamex the single, trusted resource forwarehousing, third party logistics, and retail goods distribution. Flexibility andoutstanding service ensures that your shipments make it to your stores complete andon-time.

When you need immediate delivery, both you and your customers can rely onDynamex. Flexibility and outstanding courier service ensures that your shipments makeit to your house complete and on-time.

Dynamex knows the sale cannot wait. Retail fulfillment is deadline sensitive andrequires the goods be delivered at exactly the right place, at the right time, and in theright way. There is no margin for error.

106With Dynamex, you can be assured of having your products available, in the store, andon the shelf so your store staff can focus on customers and making a sale.

Dynamex offers a transportation and logistics solution designed just for your specificneeds. We work with you to optimize your service levels and vehicle mix to provide themost cost-effective routing, handling, and delivery available.

Home Delivery Courier

Home delivery across a global supply chain is becoming increasingly sophisticated andcomplex. Customer-focused enterprises are under increasing pressure to satisfycustomers while reducing costs and streamlining operations. Dynamex is your longterm solution for a seamless home delivery program. We are a leading network couriercompany serving a wide range of retailers and manufacturers including consumerelectronics, appliances, home improvement, office supplies, and furniture companiesthroughout the United States. We specialize in all sizes and weights, white gloveservice, and weekend/holiday delivery.

Our success is due to extensive experience and expertise in managing numerous

national and regional shipping programs. We provide extraordinary customer serviceand use state-of-the-art technology to provide you with the most efficient and cost-effective home delivery solutions in the retail and e-commerce industry.

Through years of transportation and logistics experience we have learned tried and truemethods for successfully implementing and executing simple to complex programs.Dynamex has been operating in the market for many years, working in partnershipwith a range of leading manufacturers and retailers, providing services from orderplacement to final delivery.

E-Commerce Courier

If your customers have to wait on the phone for every delivery, they may quickly turninto someone else's customers. With the time demands of e-mail and the Internetchanging everyone's perceptions of speedy response, dxNow® brings an onlineadvantage to your same-day shipping fulfillment needs. dxNow® is your onlinegateway to e-commerce.

Customers can remain ahead of the curve with our online courier solution for fulfillingall of your same-day delivery needs. With secure order entry, real-time tracking, andaccount management reporting, you have access to every aspect of the shipping process24 hours a day, 365 days a year.

107With Dynamex's e-commerce shipping solutions, order entry is quick and easy withyour personalized address book and smart code referencing. Every order you place atdxNow® appears directly on Dynamex dispatch screens for seamless transmission tothe appropriate driver with the right vehicle to handle your order immediately.

And, with online waybills and shipping labels ready to print, one click of your mousehas your package ready for pick-up.

During the shipping process, you can log on to your account to view real-time statusupdates, or choose to have pickup and delivery updates sent straight to your email, oryour customer's email. Then, use our instant reporting system to generate customizedmanagement reports for online viewing or download. From start to finish, you are incontrol of your time-critical deliveries.

EXERCISEInteract with delivery department head of the store and write down the procedurefollowed by that store and problems encountered by the store in delivery procedureswith practical solution of that problem by you.

A. Fill in the Blanks

1. The retail delivery manager provides a single point of contact then balances the needs of ______________ with the _____________ required to meet the ___________ date. (retailers, discipline, opening) 2. Retail delivery is the ______________ process. (management)

B. Multiple Choice Questions

1. Wallmart same day delivery called Wallmart To GO that to being listed in – a) Five metros b) Two metros c) Three metros d) None of the above

2. Retail fulfillment is require the goods be delivered at –

a) Right place b) Right time c) Right way d) All the above

108CHECKLIST FOR ASSESSMENT ACTIVITY

Part AUse the following checklist to see if you have met all the requirements for AssessmentActivity. Identify delivery procedure in retail store.

Part CPerformance StandardsThe performance standard covered by the assessment includes the following, but notlimited to:

Performance Standards Yes No

Able to identify delivery procedures. Able to identify agencies providing delivery services.

Session 4: Laws in Record Maintenance

Relevant KnowledgeMaintenance and Access to Retail Sales Records

(1) The retail sales records required under WAC 246-889-095 are confidential and accessible by the board of pharmacy and law enforcement agencies. Law enforcement may access the retail sales records for criminal investigations when, at a minimum, there is an articulated individualized suspicion of criminal activity.

(2) Each law enforcement agency's administrator, chief, sheriff, or other chief executive officer shall ensure: (a) Only authorized employees have access to the data bases; (b) Each employee use his or her unique password or access code to access the data bases;

109 (c) Each employee adheres to all state and federal laws regarding confidentiality; and (d) As employees change, new passwords or access codes are assigned to new employees and passwords of ex-employees or transferred employees are removed.

(3) Retail sales records of restricted products, electronic or written, must be kept for a minimum of two years.

(4) Retail sales records must be destroyed in a manner that leaves the record unidentifiable and non-retrievable.

Maintenance of Records and Inventories

A. Except as provided in paragraphs (a)(1) and (a)(2) of this section1304.04, every

inventory and other records required to be kept under this part must be kept by the registrant and be available, for at least 2 years from the date of such inventory or records, for inspection and copying by authorized employees of the Administration.

1. Financial and shipping records (such as invoices and packing slips but not executed order forms subject to Sections 1305.17 and 1305.27 of this chapter) may be kept at a central location, rather than at the registered location, if the registrant has notified the Administration of his intention to keep central records. Written notification must be submitted by registered or certified mail, return receipt requested, in triplicate, to the Special Agent in Charge of the Administration in the area in which the registrant is located. Unless the registrant is informed by the Special Agent in Charge that permission to keep central records is denied, the registrant may maintain central records commencing 14 days after receipt of his notification by the Special Agent in Charge. All notifications must include the following:  The nature of the records to be kept centrally.  The exact location where the records will be kept.  The name, address, DEA registration number and type of DEA registration of the registrant whose records are being maintained centrally.  Whether central records will be maintained in a manual, or computer readable, form.

110 2. A registered retail pharmacy that possesses additional registrations for automated dispensing systems at long term care facilities may keep all records required by this part for those additional registered sites at the retail pharmacy or other approved central location.

B. All registrants that are authorized to maintain a central recordkeeping system

under paragraph (a) of this section shall be subject to the following conditions:

 The records to be maintained at the central record location shall not include executed order forms and inventories, which shall be maintained at each registered location.

 If the records are kept on microfilm, computer media or in any form

requiring special equipment to render the records easily readable, the registrant shall provide access to such equipment with the records. If any code system is used (other than pricing information), a key to the code shall be provided to make the records understandable.

 The registrant agrees to deliver all or any part of such records to the registered location within two business days upon receipt of a written request from the Administration for such records, and if the Administration chooses to do so in lieu of requiring delivery of such records to the registered location, to allow authorized employees of the Administration to inspect such records at the central location upon request by such employees without a warrant of any kind.

 In the event that a registrant fails to comply with these conditions, the Special Agent in Charge may cancel such central recordkeeping authorization, and all other central recordkeeping authorizations held by the registrant without a hearing or other procedures. In the event of a cancellation of central recordkeeping authorizations under this paragraph the registrant shall, within the time specified by the Special Agent in. Charge, comply with the requirements of this section that all records be kept at the registered location.

C. Registrants need not notify the Special Agent in Charge or obtain central recordkeeping approval in order to maintain records on an in-house computer system.

D. ARCOS participants who desire authorization to report from other than their registered locations must obtain a separate central reporting identifier. Request for

111 central reporting identifiers will be submitted to the ARCOS Unit. See the Table of DEA Mailing Addresses in Sec. 1321.01 of this chapter for the current mailing address.

 Inventories and records of controlled substances listed in Schedules I and II

and V shall be maintained either separately from all other records of the registrant or in such form that the information required is readily retrievable from the ordinary business records of the registrant.

 Inventories and records of Schedules III, IV, and V controlled substances shall be maintained either separately from all other records of the pharmacy or in such form that the information required is readily retrievable from ordinary business records of the pharmacy.

 Paper prescriptions for Schedules III, IV, and V controlled substances shall be maintained at the registered location either in a separate prescription file for Schedules III, IV, and V controlled substances only or in such form that they are readily retrievable from the other prescription records of the pharmacy. Prescriptions will be deemed readily retrievable if, at the time they are

112 initially filed, the face of the prescription is stamped in red ink in the lower right corner with the letter "C" no less than 1 inch high and filed either in the prescription file for controlled substances listed in Schedules I and II or in the usual consecutively numbered prescription file for non controlled substances. However, if a pharmacy employs a computer application for prescriptions that permits identification by prescription number and retrieval of original documents by prescriber name, patient's name, drug dispensed, and date filled, then the requirement to mark the hard copy prescription with a red "C" is waived.

 Records of electronic prescriptions for controlled substances shall be

maintained in an application that meets the requirements of part 1311 of this chapter. The computers on which the records are maintained may be located at another location, but the records must be readily retrievable at the registered location if requested by the Administration or other law enforcement agent. The electronic application must be capable of printing out or transferring the records in a format that is readily understandable to an Administration or other law enforcement agent at the registered location. Electronic copies of prescription records must be sortable by prescriber name, patient name, drug dispensed, and date filled.

Maintenance and Retention of Records

each of its facilities for every transaction in which the wholesale dealer is the seller,purchaser, consignor, consignee or recipient of cigarettes. The invoices ordocumentation must indicate the name and address of the consignor, seller, purchaseror consignee, and the quantity by brand and style of the cigarettes involved in thetransaction.

Retail dealer shall maintain copies of invoices or equivalent documentation for everytransaction in which the retail dealer receives or purchases cigarettes at each of itsfacilities. The invoices or documentation must indicate the name and address of thewholesale dealer from whom, or the address of another facility of the same retail dealerfrom which, the cigarettes were received, and the quantity of each brand and style ofthe cigarettes received in the transaction.

Manufacturer shall maintain copies of invoices or equivalent documentation for each of

its facilities for every transaction in which the manufacturer is the seller, purchaser,

113consignor, consignee or recipient of cigarettes. The invoices or documentation mustindicate the name and address of the consignor, seller, purchaser or consignee, and thequantity by brand and style of the cigarettes involved in the transaction.

The records required above must be preserved on the premises described in the licenseof the manufacturer, wholesale dealer or retail dealer in such a manner as to ensurepermanency and accessibility for inspection at reasonable hours by authorizedpersonnel of the Department. With the permission of the Department, manufacturers,wholesale dealers and retail dealers with multiple places of business may retaincentralized records, but shall transmit duplicates of the invoices or the equivalentdocumentation to each place of business within 24 hours after the request of theExecutive Director or his or her designee.

The records required by this section must be retained for not less than 3 years after thedate of the transaction unless the Department authorizes, in writing, their earlierremoval or destruction.

EXERCISEWrite down the Record Maintenance Procedures of one retail store.

A. Fill in the Blanks

1. The retail sales records required under WAC 246-889-095 are __________ and accessible by the low enforcement agencies. (confidential)

2. Only __________ employees have access to the data base. (authorized)

B. Multiple Choice Questions

1. Retail sales records of restricted procedures, electronic or written must be

kept for a minimum of –

a) Two years

b) Three years

c) Four years

d) Five years

114 2. The invoice or documentation must indicate – a) Name and address of consignor/ seller b) Quantity by brand c) Both of the above d) None of the above

CHECKLIST FOR ASSESSMENT ACTIVITY

Part AUse the following checklist to see if you have met all the requirements for AssessmentActivity. Describe record maintenance procedure.

Part BDiscuss the following in Class Room: Discuss legal procedures of record maintenance in retail environment.

Part CPerformance StandardsThe performance standard covered by the assessment includes the following, but notlimited to:

Performance Standards Yes No

Able to identify laws of maintaining records.

115 Unit-5: Security Operations & Housekeeping in RetailUnit Code:RS205- Unit Title: Security Operation & Housekeeping in RetailNQ2012Location: Duration: 15 hoursClassrooms, Session -1: Security Points in Retail StoreRetail Shop Learning Outcome Knowledge Performance Teaching and Trainingor Evaluation Evaluation MethodDepartmentalStore, Malls, 1. Identify the 1. Purpose of 1. Enlist the various Interactive lecture:Super Market various security security points in security points. Introduction of security points. retail store. 2. Identify the locations points. 2. State the of the security points Activity: locations of in retail stores. 1. Visit a retail store and security points in 3. Analyse the multi make the list of retail store. utility of security security check points. points in retail stores 2. Develop a block model of retail store. 3. Role play at security points. Session-2: Role and Functions of Security Personnel 1. Identify the role 1. Role of security 1. Analyse the role of Interactive lecture: and functions of in retail store. security in each Knowing the role and security/ 2. Functions of department of retail function of security. personnel. security in retail store. Activity: store. 2. Analyse the Group discussion on functions of security advancement in security in each department functions in retail store. of retail store. 3. Differentiate the role and functions of security in different departments of retail store. Session-3: Material Handling in House Keeping 1. Describe the 1. Describe the 1. Measuring the Interactive lecture: competencies competencies Performance in 1. Interaction and required for and skills Respect of Exposure in Retail Material Handling required for Knowledge, Duties, Housekeeping. in Housekeeping Housekeeping Responsibilities and 2. Teach the Practical Accountability. Methods of Material 2. Identify suitable Handling. Competencies 3. Practical Teaching of required for material Advantages of Team

116 handling in Work, Policies and housekeeping. procedures of health and safety. Activity: 1. Visit a Mall or working place where housekeeping materials are handled in the Retail store & learn from the experience of expert. 1. Visit Retail Organization and interact regarding handling of housekeeping Materials, potential health hazards, handling of safety equipments.2. Examine the 1. Procedure to 1. Measure the Interactive lecture: process of handle the Outcome of How Process of Material Material material used in successfully the handling in Handling Retail Material have been Housekeeping. Housekeeping handled Activity: Role plan on cleaning the store.3. Identify and 1. The materials 1. Measure the outcome Interactive lectures: Operate and equipments. or result after using Use of housekeeping housekeeping 2. Techniques of the material. equipments in retail equipment in Housekeeping 2. For cleanliness, industry. retail practices and safety, hygiene, Activity: departmental protection of hazardous and assess 1. Role play on stores materials. whether it is as per responsibilities of standards and housekeep-ping procedures set by the work. retail industry 2. Visit a Retail Mall 3. Identify the and practically learn equipment to operate 4. Operate the housekeeping housekeeping equipments. equipment. Session – 4: Procedure in Housekeeping1. Identify the 1. To describe 1. Identify the Interactive Lecture: Competencies housekeeping in responsibilities 1. Competencies required for retail outlets, taken, involvement required for housekeeping in retail stores and in housekeeping and housekeeping in retail retail operations retail malls. measure the sector 2. Competencies cleanliness and waste 2. To learn in the class

117 required for recycling. room the procedures housekeeping 2. Identify the and job opportunities competencies in retail sector. 3. Operate the Activity: housekeeping 1. By role play the activity with responsibilities and required competency the functions of the housekeeping work in retail store. 2. To visit and experience the housekeeping method in the work place of retail sector . 2. Applying 1. Competencies 1. Evaluate the roles, Interactive Lecture: Housekeeping in required in responsibilities and On the job opportunities the area of cleanliness, effectiveness of jobs in retail housekeeping. cleanliness, hygiene, waste and housekeeping. Activity: hygiene, safety, disposal, safety, 2. Identify the methods Visit to a retail store and disposal of waste health hazards. for applying observe what kind of housekeeping work. methods applying for housekeeping of retail store.

IntroductionPrivate Security Agencies offer a wide range ofservices that include providing security tobusinessmen, industrialist and celebrities,accompanying consignments and cash,monitoring the movement of visitors atshopping malls, construction sites, etc. andhelping the police. The person who was stillvery recently called a Watchman has evolved asa Private Security Guard or Private SecurityOfficer. A Private Security Guard has toperform several functions, which include observing and monitoring people, accesscontrol, responding to security threat or emergency, and using appropriate methods tocontrol illegal or unauthorized entry.

Security industry in India took the steep rise in early 90’s when globalization took placein India. The Corporate sector and Multinational Companies created a huge demand of

118security services. The private security sector in India is growing atthe compound average growth rate of 25 per cent annually andgenerates more than 12 lakh jobs per annum.

Housekeeping refers to the set of activities that are intended for

cleaning the house by cleaning dirty surfaces, dusting, disposingof rubbish, vacuuming, etc. Hoover the floor, change the sheets,and clean the windows. All of these activities come under theumbrella term ‘housekeeping’ and are what most people do a littleof from time to time.

Housekeeping involves usage of various tools including brooms, sponges, vacuum

cleaners, mops; along with cleaning products like bleaching agent, detergents, anddisinfectants. The housekeeping is done not only to make the home look clean but alsoto make it more hygienic and safer to live in comfortably. A proper housekeepingprevents the growth of mould in wet areas, building of lime scales on taps, toiletsstinking, accumulation of cobwebs and bacterial growth on garbage.

In this Unit, you will learn about the security points in retail store, role and functions ofsecurity personnel, material handling in housekeeping and procedures adopted inhousekeeping in retail.

Session 1: Security Points in Retail Store

Relevant KnowledgePrivate security generally covers security of Personnel,Property and Information. The primary aim of privatesecurity is to provide a safe and secure environment to thecompany and its personnel to carry out their duties. Whilethe expectations of the people for security are immense, it isnot practically feasible for the government to meet all therequirements. Also all security issues do not require police intervention and can bemanaged by private citizens if they are cognizable offences and crimes. The offencesunder the Indian Penal Code are classified as cognizable (a police officer may arrestwithout warrant) and non-cognizable offence (a police officer shall not arrest withoutwarrant). Section 43 of the Criminal Procedure Code of India bestowed power of arrestto the common citizen if a cognizable and non-bailable offence is committed in his orher presence. The section 43 of IPC states “any private person may arrest or cause to be

119arrested any person who in his presence commits a non-bailable and cognizable offence,or any proclaimed offender, and, without unnecessary delay, shall make over or causeto be made over any person so arrested to a police officer, or, in the absence of a policeofficer, take such person or cause him to be taken in custody to the nearest policestation”.

Security PointsThe scope of private security in India does not includepolicing and law enforcement and is limited toensuring protection and loss prevention through thefollowing means: Prevention: Starting from a simple lock, to boundary walls, gates and the security guards, they are all means of preventing loss and damage to personnel, property and information. Detection: An intruder may overcome protective barriers but may still be thwarted in his/her plans by a detection and warning system that can alert the whole security apparatus.

 Interference: Once an intrusion or breach is detected, immediate action is taken to

interfere with the designs of the intruder and prevent him/her from executing his/her designs. Delay: The stronger the security system, the greater is the delay caused to an intruder, thereby increasing the chances of detection.

Once the assets requiring protection and threats are known, a security plan is workedout. A successful security programme will rely on the honesty, integrity, and loyalty ofthe persons implementing the security system as well as its employees’ responsivenessto the laid down procedures and systems.

120Reception DutiesAt the reception, the security guard has to perform the following duties: Ensure that all equipments are operational at the beginning of duty.

 Ensure that all visitors enter their particulars in the visitor book. Ensure that the badges and visitor slips are issued after checking with the visiting officer, if prior information is not available. Ensure that all documentation is available at the start of duty.

 Ensure that the documents are complete.

 Ensure that all visitors comply with the company rules and policies with regard to the use of the following: a) Mobile telephone

b) Arms and ammunition

c) Laptop/pen drive

d) Cameras

Gate DutiesA security guard on duty at the entrance to premises is the first point of contact forcompany, staff and visitors. The gate duties include the following:

 Ensure that all equipment is operational at start of duty.

 Ensure that all documentation is available at start of duty. Stop vehicles entering and exiting. Stop personnel entering and exiting.

 Search vehicles entering and exiting.

 Search personnel entering and exiting.

 Record all incidents of stop and search.

 Ensure that all documentation is completed as soon as possible.

Material HandlingA security guard on duty at the in/out material handling in the organization has toperform the following duties:

121 Ensure that all equipment is operational at start of duty. Ensure that all documentation is available at start of duty. Stop personnel and vehicles entering and exiting. Record all incidents of stop and search. Ensure that the materials are as per the purchase order and challan/invoice. Outgoing material is allowed only after authentication of the authorized signatory. Ensure that all documentation pertaining to incoming/outgoing material is completed as soon as practicable. Maintain separate registers for returnable material. When conducting searches of vehicles or bags get the driver or owner to conduct the physical aspects of the actual search.

PatrollingThe patrolling of premises is one of the most important duties performed by thesecurity personnel. The security patrol falls into two main groups: Mobile Patrol

 Static Assignment Patrol

Mobile Patrols The security personnel on patrol is one of the most important elements of any security system.

 Mobile patrol visits are carried out on a client’s property at

irregular intervals.

 The patrol may entail a check of the perimeter of premises

or may require a comprehensive internal investigation.

 The number of visits per shift may have to be agreed with the client.

Static Assignment Patrol

 Patrols on a static site are usually undertaken on a constant basis, checking both internally and externally. Alertness, interest and thoroughness are some of the essential qualities of an effective static security guard.

122Control Room DutiesA Control Room is a room serving as an operations centre where a facility or service canbe monitored and controlled. A definition or description of a control room for securitywould be “a facility for the provision or procurement of assistance or advice forguarding, mobile patrol and mobile supervisory staff in routine and emergencysituations”. The function and duties of a controller therefore would be to provide for thefollowing:

observance of rules for proper documentation, telephone, radio or other communication procedures. Recording of all appropriate routine and emergency matters to enable management to deal quickly and efficiently with the company’s contractual responsibilities.

 Maintaining a register of all keys held in the facility.

 Ensure proper surveillance through CCTV.

A copy of security manual or Standard Operating Procedures (SOPs) and assignment

instructions must be available within the control room at all times. Records of allincidents reported should contain the following details: Date, time and place of the incident.

 Date and time of reporting and by whom it was reported.

 Nature of the incident. Action taken, including onward reporting. Action to be taken.

 Names and addresses of all relevant persons present.

Assignment Instructions

An important aspect in the execution of the security tasks is that every individual mustbe aware of his/her duties for which written instructions must exist. They indicate whatthe security personnel should do on the assignment, where to go, how to respond todifferent situations, patrol routes and timings, lines of communication, comprehensive

123details of the assignment, precise instruction in respect of responsibility andaccountability, working hours and handing/taking over procedures.

Assignment instructions are the duties and responsibilities of the security staff asagreed with assignment management and will also include the following:

 Internal Organization Chart: It will give the security guard necessary information as to who is who in the organization. It also gives information in respect of the location of their offices so that when patrolling the premises, adequate attention can be paid to them as required. An internal telephone directory should also be included. Company’s Safety Statement: The statement ensures that the security staff is aware of all hazards in respect of safety, health and welfare at work and the management plans for dealing with various types of hazards. The safety statement is also beneficial to contractors and other persons working on the premises. They should be aware of the hazards at workplace and the procedures to overcome them.

 Standing Instructions: These include day-to-day working and procedural

requirements.

 Emergency Plan: The plan describes the action to be taken in the event of a serious incident such as fire or a disaster, a bomb threat, evacuation of the building, armed robbery or other serious threats to the assignment.

 Evacuation Instructions: These are the instructions that indicate action to be taken in the event of emergencies. Location of assembly points, name and location of fire warden, list of members of emergency response team and other persons. Name and Address of Key Personnel: It includes the details of the senior personnel so that in the event of an operational incident or a major incident they can be contacted and informed as to the extent of the incident. In such events they may either advise the security personnel on what action to take or opt for attending the incident personally. Telephone numbers of these personnel, including their home phone number, mobile telephone numbers and any other numbers necessary to contact them.

In addition to the assignment instructions, most security supervisors issue post

instructions to the guards that are specific to the post assigned to the individual. TheSecurity Guards carry these post instructions in their shirt pockets at all times.

124Responding to EmergenciesSecurity personnel are expected to react to emergency situations and to reduce theimpact caused by an emergency event at a worksite. The training of security personnelshould include the following: Monitoring alarm systems and assessing need for response and follow-up. Responding to an emergency alarm. Communicating details of incident. Emergency scene isolation. Managing emergency situations.

Go to any mall, office, factory or institution, and the first thing that catches your eye arethe Security Guards. They stand out because of their uniform and also sheer numbers.Security is attaining greater importance day-by-day because of the increase in the valueof the assets and the threats to them. As the size of buildings and complexes increase,security operations become more complex and technology oriented.

EXERCISEVisit a Security Company and study the organizational structure and the variousdocuments maintained by the company. Also record the role and functions of the keyofficials of the company.

A. Fill in the Blanks

1. Private security generally covers security of _______________, Property and Information. 2. The primary aim of private security is to provide a _______and secure environment. 3. Section _____ of the Criminal Procedure Code of India bestowed power of arrest to the common citizen if a cognizable offence is committed in his/her presence. 4. The security patrol falls into two main groups i.e. ________________ patrol and static assignment patrol. 5. CCTV stands for ______________ ___________ Television. 6. Instructions related to day-to-day working and procedural requirements are known as __________________ Instructions.

125 7. The plan that describes the action to be taken in the event of a serious incident such as fire or a disaster is known as _____________________ plan.

CHECKLIST FOR ASSESSMENT ACTIVITY

Use the following checklist to see if you have met all the requirements for assessmentactivity.Part A Differentiated between role and functions of private security guards.Part BDiscussed in class the following: What is the scope of private security in India? What are the role and responsibilities of private security guard?Part CPerformance standardsThe performance standards may include, but not limited to:

Performance Standards Yes No

Demonstrated the knowledge of security industry. Identify the role and functions of private security guard.

Session 2: Role and Functions of Security Personnel

Relevant KnowledgeSecurity GuardA Security Guard is defined as any person providing private security with or withoutarms to another person or property or both and includes a supervisor (PSARA Act,2005). He/she works under the supervision of Security Supervisor. He/she shouldalways maintain a professional appearance, behaviour and exhibit positive attitude.

The job of a Security Guard varies, so it is extremely important for the Security Guard toknow exactly what the employer specifically expects of them. The Standard OperatingProcedures (SOPs) for a security guard varies with the type of job that the guard isdoing. He/she is required to perform the following general role and functions: Wear neat and tidy uniform.

126 Maintain hygiene and proper grooming. Obey and pass on to other Security Guards all orders and instructions received from Supervisor. Talk politely with students, staff, and visitors and assist them to provide any necessary information of the Institute. Prevention or detection of intrusion, unauthorized entry or activity, vandalism or trespass on private property. Be watchful while on night patrol and check all suspicious persons, and allow no one to pass the security gate without proper authorization. Work as a team with other security personnel to ensure optimal safety of the person/organization and communicate frequently with each other. Make proper entry in the visitor log and collect vendor/visitor Photo ID card. Prevent or detect theft, loss, embezzlement, misappropriation or concealment of merchandise, money, valuables, documents or papers. Leave his post only after giving charge to the other Security Guard. Adhere to and enforce established company rules, regulations, policies and practices. Report incidents as per the procedure.

Eligibility for Security Guard

A person shall be eligible for employment as Security Guard if he fulfills the standardsof physical fitness as specified in the PSARA Act (2005). The specifications are asfollows:(a) Height: 160 cms for male and 150 cms for female.(b) Weight: According to standard table of height and weight, chest 80 cms with an expansion of 4 cms (for females no minimum requirement for chest measurement).(c) Eyesight: Far sight vision 6/6, near vision 0.6/0.6 with or without correction, free from colour blindness. He/she should be able to identify and distinguish color display in security equipment.(d) Read and understand displays in English alphabets and Arabic numerals.(e) Free from knock knee and flat foot. He/she should be able to run one kilometer in six minutes.

127(f) Hearing: Free from hearing defects. He/she should be able to hear and respond to the spoken voice and the alarms generated by security equipments.(g) The candidate should have dexterity and strength to perform searches, handle objects and use force for restraining the individuals.(h) A candidate should be free from evidence of any contagious or infectious disease. He should not be suffering from any disease which is likely to be aggravated by service or is likely to render him unfit for service or endanger the health of the public.

Types of Security Guard

1. Personal Security Guards: They are appointed for the purpose of providing physical security to their employers. They are also known as black cats or bouncers and accompany their employers everywhere.

2. Residential Security Guards: They are employed in residential colonies,

apartments, aged homes, and other residential areas for providing security to their clients.3. Corporate Security Guards: They are employed for internal and external security of the business assets. Corporate security includes protection of corporate buildings, shopping malls, private organization, hospitals, etc.

4. Private Security Guards: They are employed by businessmen and entrepreneurs

for private security services.

5. Mobile Security Guards: The mobile security guards keep moving around the perimeter and observe and monitor people for suspicious behaviour or actions.

6. Static Security Guards: Unlike mobile security guards, they stay at one place and monitor the movement of the people and materials. They may also use electronic surveillance system to perform the job.

Security Supervisor/Head Guard

Supervisor is a person in the first-line management who monitors and regulates

employees for their performance with regard to assigned or delegated tasks. Normally asecurity supervisor is placed on 15 security personnel deployed at a site. However, oneperson with experience and capability is appointed as ‘Head Guard’ to perform theduties of a supervisor in a shift involving less than 10 persons.

128The role and responsibilities of Security Supervisor include the following:

 Supervise the security staff as per the company’s policies and rules. Educate the security staff on the various procedures and systems approved by the management. Conduct training activities for the security staff.

 Maintain security equipment and gadgets.

 Deploy security personnel for optimum use so as to ensure total security of the institute/organization/residential colony. Ensure the maintenance of entry and exit log.

 Update and sign all Daily Security Report.

 Monitor inward and outward loading of goods, provision and other materials.

 Report all violation of Institute’s rules and regulations and special orders to the Head of Security/Management.

Field Officers/InspectorsThese are the persons responsible to the management of the security company toenforce and implement the policies.

Assignment OfficerHe in general terms a person who monitors and regulates employees for theirperformance of assigned or delegated tasks.

Assistant Security Officer

Assistant security officer is on the pay roll of the security company deployed at the siteto monitor and regulate employees for their performance of assigned or delegated tasks.Normally ASO is placed when the deployment exceeds 15 persons or more in each shift.He coordinates and liaises with the principal employer and the security company andperforms a customer care role.

Carry Home Emoluments and Benefits in the Private Security Industry

Pay and Allowances: In the security sector, your pay depends on the level of theposition and the company. In general, the pay is governed by the Minimum Wages Actof the State.

129Provident Fund (PF): An employee saves 12% of the basic wages and equal amount iscontributed by the employer (8.33% towards pension fund & 3.67% towardscontribution of Provident Fund). On completion of 10 years contribution to the fund allemployees are entitled to pension on attaining the superannuation age of 58 years.

Pension depends on the total subscription made in the fund. Some of the benefitsaccrued are as follows:

(c) Provision of taking early pension but not before attaining the age of 50 years.(d) Deposit Linked Insurance Scheme: Upon death while in service, an additional payment in lump sum equal to average P.F. accretion subject to maximum of Rs. 60,000 is given.

(e) Employees’ Pension Scheme: Pension to member on retirement/invalidity.

(f) Pension to Family members on member’s death.

Employees State Insurance Scheme (ESIC) Coverage: Under the scheme employee’scontributory insurance cover is available at a marginal contribution of 1.75% of basicwages. The following benefits are available:

Medical Benefit: Medical care is provided to the Insured person and his familymembers from the day he/she enters insurable employment. There is no ceiling onexpenditure on the treatment of an Insured Person or his family member. Medical careis also provided on payment of a token annual premium of Rs.120/- to the retired andpermanently disabled insured persons and their spouses.

Sickness Benefit (SB): Cash compensation at the rate of 70 per cent of wages is payableto insured workers during the periods of certified sickness for a maximum of 91 days ina year. In order to qualify for sickness benefit the insured worker is required tocontribute for 78 days in a contribution period of 6 months.

(a) Extended Sickness Benefit (ESB): ESB extendable up to two years in the case of 34 malignant and long-term diseases at an enhanced rate of 80 per cent of wages.

(b) Enhanced Sickness Benefit: Enhanced Sickness Benefit equal to full wage is payable to insured persons undergoing sterilization for 7 days and 14 days for male and female workers, respectively.

130 Maternity Benefit (MB): Maternity Benefit for confinement/pregnancy is payable for three months, which is extendable by further one month on medical advice at the rate of full wage subject to contribution for 70 days in the preceding year.

Disablement Benefit(a) Temporary disablement benefit (TDB): This benefit is available from day one of entering insurable employment and irrespective of having paid any contribution in case of employment injury. Temporary Disablement Benefit at the rate of 90% of wage is payable so long as disability continues.(b) Permanent disablement benefit (PDB): The benefit is paid at the rate of 90% of wage in the form of monthly payment depending upon the extent of loss of earning capacity as certified by a Medical Board.Dependants’ Benefit (DB): It is paid at the rate of 90% of wage in the form of monthlypayment to the dependants of a deceased Insured person in cases where death occursdue to employment injury or occupational hazards.

Other BenefitsFuneral Expenses: An amount of Rs.10,000/- is payable to the dependents or to theperson who performs last rites from day one of entering insurable employment.Confinement Expenses: An insured woman and an insured person in respect of his wifeshall be paid a sum of rupees one thousand per case as "confinement expenses" (earliertermed as medical bonus), provided that the confinement occurs at a place wherenecessary medical facilities under the ESI scheme are not available. i.e., where facilityfor confinement is not available in the ESI institution. Also confinement expenses shallbe payable for two confinements only.Rajiv Gandhi Shramik Kalyan Yojana 2005: An Insured Person who becomeunemployed after being insured three or more years, due to closure offactory/establishment, retrenchment or permanent invalidity are entitled to:

1. Unemployment Allowance equal to 50% of wage for a maximum period of up to

one year.

2. Medical care for self and family from ESI Hospitals/Dispensaries during the period IP receives unemployment allowance.

131Workman Compensation: In case a personal injury is caused to a workman by accidentarising out of and in the course of his employment, his employer is liable to paycompensation in accordance with the provision of the Act within 30 days from the datewhen it fell due otherwise he would also be liable to pay interest and penalty.

Bonus Payment: Any employee on a salary or wage not exceeding [three thousand andfive hundred rupees] per month in any industry to do any skilled or unskilled manual,supervisory, managerial, administrative, technical or clerical work for hire or reward,whether the terms of employment be express or implied is eligible for bonus up to amaximum of “ten thousand rupees”

Leave: All employees are governed by the company policy and the labor laws prevalentin the states.

EXERCISEPrepare a comparative chart on the role and functions of private security professionalsin the following places:1. Malls

B. Fill in the blanks

1. In Rajiv Gandhi Shramik Kalyan Yojana 2005 the bonus payment amount is up to max. __________________. (ten thousand rupees) 2. Maturity benefits for confinement/pregnancy is payable for ___________ which is extendable by further _______ month on _______ advice. (three months, one, medical) 3. Employees State Insurance Scheme (ESIC) coverage is available at a marginal contribution of 1.75% of _________________. (basic wages) 4. Under sickness benefits cash compensation at the rate of _______ % of wages is payable to insured workers. (70) 5. On completion of ______ years contribution to the fund all employees are entitled to _____________ on attaining the superannuation of ____ years. (10, pension, 58)

C. Multiple Choice Questions

Tick the correct answer

133 1. Personal security guards are also called a) Black Cats b) Bouncers c) Both a and b d) None of the above

CHECKLIST FOR ASSESSMENT ACTIVITY

Use the following checklist to see if you have met all the requirements for assessmentactivity.

Part A(a) Differentiated between the types of security guard.

Part BDiscussed in class the following:

134(a) What are the eligibility criteria for appointment to the post of security guard in India?(b) What are the basic emoluments and benefits that a security guard gets during the service?

Part CPerformance StandardsThe performance standards may include, but not limited to: Performance Standards Yes No Identify the role and functions of security personnel in retail environment.

Session 3: Material Handling in Housekeeping

Relevant KnowledgeEffective housekeeping can eliminate some workplace hazards and help get a job donesafely and properly. Poor housekeeping can frequently contribute to accidents byhiding hazards that cause injuries. If the sight of paper, debris, clutter and spills isaccepted as normal, then other more serious health and safety hazards may be taken forgranted.

There are many different types of household chemicals used for disinfection, removingthe dust and dirt and maintaining surface. The products are available in various formssuch as powder, liquid or spray form. Depending on the type of cleaning tasks, thebasic ingredients of various household chemicals may differ. Some of commonly usedapplications of household chemicals are polishing furniture, oven cleaning, lime scaleremoval and drain clearing.

Housekeeping is also a word used in retailing

to indicate that the floors have indeed beenpolished, the carpets swept and the displaysare kept looking shipshape. It is a broad termthat is used for both indoor cleaning as well asoutdoor chores like washing windows andsweeping doormats. Store cleanliness is animportant part of retail. Customers want toshop in a clean, well-lighted store so they have confidence that the merchandise

135purchased there is also clean and of good quality. Dirt and trash have no place on thesales floor, and grimy windows and grubby walls and counters detract from thisperception. Housekeeping is an ongoing task.

Housekeeping includes keeping work areas

neat and orderly; maintaining halls and floorsfree of slip and trip hazards; and removing ofwaste materials (e.g., paper, cardboard) andother fire hazards from work areas. It alsorequires paying attention to important detailssuch as the layout of the whole workplace,aisle marking, the adequacy of storagefacilities, and maintenance. Goodhousekeeping is also a basic part of accidentand fire prevention.

Good safety housekeeping can significantly

reduce accidents and injuries in any type ofwork environment. By developing good safetyhabits, and by being aware of their workenvironment and any hazards associated withit, employees can help to create a much saferworkplace.

Effective housekeeping results in:

 Reduced handling to ease the flow of materials. Fewer tripping and slipping accidents in clutter free and spill-free work areas Decreased fire hazards Lower worker exposures to hazardous substances (e.g. dusts, vapours) Better control of tools and materials, including inventory and supplies More efficient equipment cleanup and maintenance

136 Better hygienic conditions leading to improved health More effective use of space Reduced property damage by improving preventive maintenance Less janitorial work Iimproved morale Iimproved productivity (tools and materials will be easy to find)

Common housekeeping tasks are:

Material HandlingMaterial handling is any transporting or supporting of a load by one or more workers.It includes the lifting, holding, putting down, pushing, pulling, carrying or moving of aload.

137While handling the material one should ensure that the material is stacked securely,blocked or interlocked. All storage areas are marked. All workers understand materialstorage and handling procedure. Materials are stored in areas that do not interfere withworkers or the flow of materials. Hazardous materials are stored in approvedcontainers and away from ignition sources.

A person has to see that equipment is in good

working order, with all necessary guards or safetyfeatures operational or in place. All the tools andmachinery are inspected regularly for wear and leaks.These machines and tools are cleaned regularly.

Maintaining the work area in a tidy, clean and safe

way reflects a positive store image and helps create anenvironment that is pleasant for all customers andconducive to sales.

Retail stores vary considerably from large department

stores to much smaller specialty stores, therefore thehousekeeping policies and procedures can also varyconsiderably. Team members must be familiar with theirstore’s policies and procedures and occupational healthand safety requirements as this will ensure the storelooks its best and the correct image is being projected tocustomers.

There are many areas in a store that need to be considered, including:

138Housekeeping MaterialsMaintenance of Housekeeping EquipmentAll housekeeping equipment must be stored safely and securelyand according to the manufacturer’s instructions whereappropriate. This will ensure a safe environment for staff,customers and any other visitors to the store. Cleaningequipment varies from store to store. However, some equipmentis used in all retail outlets. Common equipment includes:Mops Window CleanerBuckets Cleaning ChemicalsBrooms Floor PolishersCloths Hazard Warning SignsDusters Dust Pans and BrushesBins LaddersBlades TrolleysSpray Cleaner Vacuums

Cleaning chemicals often are hazardous and can be identified as such

from the label. Many tools or items of equipment requiring cleaning areequipped with guards to protect the operator.

Equipment should never be operated without the guard in place and

the manufacturer’s guidelines must be followed to ensure safe use ofequipment.

EXERCISE1. Visit an Mall or Supermarket or an Industry, interact with the employer and employees of the organisation/industry and ask the following questions and write their reply in not more than 50 words:

(iv) Prepare a checklist of the housekeeping equipment that is generally used in

_____________________________________________________________________(v) Visit Mall or departmental store and use the checklist prepared by you, check the housekeeping equipments that exist in the mall/departmental store for housekeeping in retail.

Questions for Employees

(i) Are you happy with the provisions made for taking care of your physical and safety requirements at the workplace? Employee A: Yes/No

140 Employee B: Yes/No

Employee C: Yes/No Employee D: Yes/No

Employee E: Yes/No

(ii) Which are the hazardous chemicals that the employees think are affecting their physical well being at the workplace? _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________(iii) What are the safety requirements for material handling? _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________(iv) What experience do you have using different machines/types of equipment? List are those you most familiar with. _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________

(v) What types of items or equipment have you been required to keep clean? _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________

141 (vi) What types of items have you handled in your job? Were any of these items dangerous? _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________ _____________________________________________________________________

(vii) Name 5 key points to consider when applying housekeeping procedures to

A. Fill in the blanks

1. Housekeeping is an ____________ task. 2. Effective ____________ can eliminate some workplace hazards. 3. ____________ materials are stored in approved containers and away from ignition sources. 4. Good safety housekeeping can significantly reduce ____________ and ____________. 5. A material is hazardous if it can ____________ a person’s health, either long or short term.

B. Multiple Choice Questions

Tick the correct answer

142 2. Each of the following is a question associated with materials handling, except: a) How will the product be handled? b) What kind of equipment is needed to handle the material? c) In what form will the product be? d) How much is the product worth?

4. Which of the following would you check to see if a material is considered

C. True or false 1. Materials handling deals with the short distance movement of the material between two or more points. (T) 2. Equipment should not be placed where it could easily fall or be pulled off the counter. (T) 3. The quick and easy jobs such as mopping and scrubbing to be done before the shop opens or end of day. (T)

CHECKLIST FOR ASSESSMENT ACTIVITY

Use the following checklist to see if you’ve met all the requirements for AssessmentActivity.

Part A Differentiated between different types of materials.

143 Differentiated between hazardous and non-hazardous materials.

 Differentiated between different types of hazards and chemicals.

Part BDiscussed in class the following:

 What is housekeeping? What is the importance of effective housekeeping?

 Why do we need to exercise daily for housekeeping?

 What is material handling?

 What are the different types of hazardous materials?

Part CPerformance StandardsThe performance standards may include, but not limited to:

Performance standards Yes No

Able to identify the various types of housekeeping materials & equipment.

Session 4: Procedure in Housekeeping

Relevant KnowledgeA clean place to work is necessary for safety.Good housekeeping is a part of your job. In orderto have a pleasant and safe work place, everyonemust do his/her part to keep the plant orderlyand clean. Good housekeeping will protect youand your fellow employees against slipping,tripping and other hazards.1. Immediately clean up any paint, grease, oil, water, etc. that has spilled on the floor. Someone could slip causing serious injury.

2. Pick up any banding, scrap metal or other metal debris and put in scrap metal bins.

1443. Pick up any scrap lumber, saw dust etc. and put into scrap lumber bins.4. Put any scrap papers, boxes, etc., into the proper garbage containers or recycling bins.5. Put cans into bins marked for cans.6. Clean up debris and organize tables and work stations that you have been using, so that the next person can start with a clean work area.7. Clean any machine and surrounding area after use.8. Return all hand tools to their proper places after use or at end of your shift.9. Keep all walkways, aisles, roadways, and areas in front of fire extinguishers, electrical panel boxes free of obstruction.10. Keep your rest rooms and lunchrooms as clean and neat as possible. Put all garbage into garbage cans, not beside them. Do not put paper towels in the toilets.11. Keep your forklift cab area clean and do not transport or store items in cab.12. Immediately sweep up any Blast Machine shot that you notice on the floor. Shot on the floor is very dangerous, as it is a slipping hazard.13. Never leave hooks or hangers on the floor always put them in their proper place.14. Before end of shift, empty garbage cans into the garbage bins and haul the bin outside and dump into the “Loraas” bin.15. Always put all brooms and shovels back to their proper areas and places after use.16. Keep the office and the surrounding area clean and clear of parts, junk, etc.17. Clean the computers at least once a week by wiping them with computer cleaning fluid.18. Stack pallets, boxes, baskets, etc. neatly to avoid them falling over.19. Organize your work station as neatly and efficient as possible. Avoid over clutter.20. Keep stairway and platforms clear of obstruction.21. Keep storage areas neat and organized.22. Clean up any air lines, extension cords, etc. after use.23. Keep area clear around safety eye wash fountains and showers, safety spill kit, emergency switches, etc.

14524. Keep you locker and change area clean and neat.25. Keep walk through doors and overhead doors clear and free of snow etc.26. Keep desks and filing cabinets clean and well organized.27. Clean office, computer and printer areas at the end of every shift.28. Clean as you go. (Continually clean your work area as you work.)29. Remember, A Safe Shop is a Clean Shop!

146All waste must be removed safely and disposed of in an environmentally friendly way.Policies on waste removal and disposal will vary from store to store depending oncurrent housekeeping policies and procedures. The Environment Protection Authorityin NSW can work with retailers to assist them in designing and implementingappropriate waste disposal strategies.

_________________________________________________________________________4. List at least 6 different machines that you may come into contact with in the Retail Industry. _________________________________________________________________________

5. Decide whether the tasks in the list below should be carried out daily, weekly or monthly.

Cleaning any glass Cleaning counters

Cleaning displays Cleaning EFTPOS equipment

Cleaning point of sale area Cleaning the fridge

Cleaning windows Clearing walkways

Washing walls Dusting displays

Polishing Removing waste

Stock returns Sweeping

Tidying shelves Tidying storeroom

Vaccuming Washing fixtures & fittings

148 Daily Weekly Monthly

A. Fill in the blanks

1. Good housekeeping efforts are a part of the retail ___________ prevention

and ___________ prevention program.

2. Slips, trips and falls are __________ accidents in the retail workplace and they often lead to serious injury.

B. True or false

1. All housekeeping tasks must be performed to the standard outlined in the

store policy and procedure manual

2. Whilst undertaking housekeeping duties, team members must not ensure the safety of themselves and customers

3. It is not important that all employees perform their tasks in accordance with store policy and procedures, ensuring minimum disruption to customers and other business activities. Standards are the same in every retail store. 4. It is the employer's responsibility, as far as possible, to provide a safe working environment.

5. Safe work procedures should be prepared by employers with the help of

employees to care for the special needs of young and inexperienced workers.

C. Short Answer Questions

1. What should you do if the floor is left wet?

2. Good housekeeping includes good sanitation. What sanitary facilities are we required having in the store?

149CHECKLIST FOR ASSESSMENT ACTIVITYUse the following checklist to see if you’ve met all the requirements for AssessmentActivity.

Part A Described the procedure in housekeeping.

 Differentiated waste removal and disposal.

Part B Discussed in class the following: What is procedure in housekeeping?

 What is good housekeeping?

 What are the common factors that involve in procedure in housekeeping?

151 Session 2:Forms of Communication1. Identify the forms 1. Describe the 1. Differentiate Interactive lecture: of communication meaning of between upward, Types of Formal downward and Communication Communication Horizontal Activity: 2. Describe the communication. Role play to meaning of 2. Differentiate demonstrate various Informal between verbal and feature of verbal and Communication nonverbal nonverbal or grapevine communication. communication communication 3. Enlist various static and dynamic features of non- verbal communication2. Find out the 1. Describe the 1. Identify the Interactive lecture: advantages and advantage of advantage of Advantages and disadvantages of different forms of different forms of disadvantages of different forms of communication communication different forms of communication 2. Describe the 2. Find out the communication disadvantage of disadvantage of Activity: different forms of different forms of Visit to the retail communication communication outlet and asked to note down the advantages and disadvantages of different forms of communication Session 3: Communication Media and Equipments1. Operate the 1. Describe various 1. Demonstrate Interactive lecture: communication communication functions of Communication media and equipments electronic device media and equipments 2. Describe and electronic equipments properly precaution media Activity: followed to use the 2. Enlist various 1. Role play to telephone equipments used demonstrate the etiquette. for oral usage of various communication communication and written equipments communication 2. Role play to demonstrate communication etiquette2. Evaluate the 1. Describe the 1. Identify the Interactive lecture: communication methods of methods of 1. Evaluate the media evaluate the evaluate the communication communication communication media media media Activity:

152 Visit to the retail outlet and asked to note down how to evaluate the communication media Session 4: Barriers in Communication 1. Identify the 1. Describe the 1. Compile a list of Interactive lecture: barriers in factors that act as barriers to effective Barriers in communication communication communication at communication barrier workplace Activity: 2. Differentiate Visit to the retail between various outlet and identify types of barrier to the barriers in Effective communication. communication 2. Select the 1. Describe the ways 1. Select strategies to Interactive lecture: Strategies to to overcome overcome barriers Barriers to effective Overcome barriers in in communication communication and barriers in effective ways to overcome communication communication them Activity: Visit to the retail outlet and find out the strategies for overcome barriers in communication.

IntroductionCommunication is an integral part of theretailers marketing strategy. Communicationis used to inform the customers about theretailers, merchandise and the services.

Communication is certainly essential in

business, in government, militaryorganizations, hospital, schools, communities,homes or anywhere where people deal with one another.

“Any act by which one person gives to or receives from person information about thatperson’s needs, desires, perceptions, knowledge, or affective states. Communicationmay be intentional or unintentional; it may involve conventional or unconventionalsignals, may take linguistic or non-linguistic forms, and may occur through spoken orother modes.”

153Communication is a dialogue, not a monologue. In fact, communication is moreconcerned with a dual listening process. For communication to be effective, the messagemust mean the same thing to both the sender and the receiver.

Communication in retail organizations is very much needed. Retail jobs exist in manyfunctional areas, including information systems, human resources, finance andaccounting. However, when retail job skills are discussed, the conversation typicallycenters on skills specific to in-store retail sales and service associate positions. These arethe employees who interact at the store level directly with customers. Retail job skillsinclude a combination of soft skills and technical talents.

Learning communication is important and it is essential in the retail business process. In

the retail business you have to communicate with in your firm with your teammembers, fellow workers, higher authorities and subordinates. You also communicatewith your external participants like customers, suppliers, competitors and serviceproviders outside of your retail firm.

In this unit, you will learn the forms of communication, communication media andequipments and barriers in communication which are relevant in the workplace of retailworkers, employees and employers.

Session 1: Verbal and Non-Verbal Communication

Relevant KnowledgeThe medium of communication determines the type of communication. Based on themedium used for communicating, the process of communication can be broadlyclassified as verbal communication and non-verbal communication.

Verbal communication includes written and oral communication, whereas non-verbal

Verbal CommunicationVerbal communication uses words as the medium of communication. An effectiveverbal communication is a two-way process – speaking and listening must occur.Usually verbal communication is in the one-to-one mode or one-to-one interaction.

154Non-verbal CommunicationCommunication that uses physical parts of the body is known as non-verbalcommunication. It includes facial expressions, tone of voice, sense of touch, sense ofsmell, and body movements.

Written CommunicationWritten communication skill is the ability of an individual to communicate in writing. Itis done in a one-to-one mode or in a one-to-many mode. Important skills in effectivewritten communication are: Write clearly and legibly, giving all the essential information needed Use approved styles and formats for written communication Prepare and maintain various type of documents

Thus, effective writing involves careful choice of words, their organization in correctorder in sentences and preparing a comprehensive composition of sentences.

Braille is another form of writing system which enables

blind and partially sighted people to read and writethrough touch. It was invented by Louis Braille, whowas blind and became a teacher of the blind. It consistsof patterns of raised dots arranged in cells of up to sixdots in a 3 x 2 configuration. Each cell represents aletter, numeral or punctuation mark. Some frequentlyused words and letter combinations also have their ownsingle cell patterns. People with hearing impairmentsuse lip reading and sign language to communicate. Signlanguage systems include finger spelling (dactylography), sign language and Makaton.

Importance of Verbal Communication

Verbal communication help the individual in different ways i.e., to build and maintainrelationship in our society, to lead in professional career and it is most important forbusiness people.

For example, while you communicate with family member or friend, you interact withthem with a lot of self – confidence. When it comes to business, it is totally differentsituation because you may deal with a variety of people throughout the day. i.e., youmay deal with people from different cultures, ages and with different levels of

155experience. You may have to deal different background and have lot of experience intheir field or activity. Proper verbal communication skill will help you in dealing withdifferent people.

Communicative PracticesCommunication practice will help the student to speak English language quickly andeffectively. Here are some rules:

Subject Verb Agreement

Rule -1: If two or more singular noun and pronoun are joined with the word ‘and’ theverb used will be plural.Example1. My brother and I are good friend.2. Ramesh, his friend and I were playing football.

Rule-2: If two singular nouns/pronouns are joined by and point out the same thing theverb used must be singular.Example1. Bread and butter are my regular breakfast.2. Rice and curry is the favorite Indian food.3. The Collector and Distract Magistrate is away.

Rule-3: If two subjects are joined by “as well as” the verb aggress with the first subject.Example1. Rita as wells her children is playing.2. Ram as well as his friends is going to market.3. Children as well as their mother are eating.

Rule-4: If two subjects are joined with either-or, neither-nor, the verbs agree with thesubject near it.Example1. Either my brother or I am to do this work.2. Either you or your friends have returned my book.3. Neither Ram more his sister is accused.

156Rule-5 If two subjects are joined by with or together with in addition to etc., the verbaggresses with the first subject. Example1. The boy with his parents has arrived in London.2. Maths in addition to other science subject are tough.

Rule-6: When two subject are joined by not only – but also verb must agree with thesecond subject.Example1. Krishna or her friend was not there.2. Mohan or Sohan is responsible for all this.

Rule -7: Some noun Plural in form and singular in meaning takes a singular verb.Example1. The news was broadcast from All India Radio yesterday.2. The Jeans pant is expensive today.

Rule-8: Some nouns are singular in form but plural in number take a plural verb.Example1. The people are shouting.2. The cattle are grazing.

Rule-9: When a plural noun denotes some particular quantity or amount consider asingular verb.Example1. Five hundred rupees is not a big amount.2. Hundred miles is a long distance.3. 20 meters is a long distance for long jump.4. Waiting 10 minutes on the road is a big issue for a girl.

Importance of Non-verbal Communication

The most important thing in communication is to listen what isbeing said It is noticed that there is only 7 to 35% of the spokenlanguage is used in total communication. The rest of the part isthrough our feelings and intentions in any situation are sentthrough nonverbal communication. Nonverbal communicationsincluded the gestures, body language, facial expressions andpostures; etc. Non verbal communication helps the person to

157understand when verbal messages are unclear or ambiguous. For example if you arenot able to speak the foreign language, you can still communicate with people ofanother region or country by using body language and facial expressions. In businesscommunication it is important and effective to use your body language. You canimprove your business standards by using good business communication skills andbody language.

By understanding the important aspects of non-verbal

communication or body language, you can learn toread people more easily. Argyle and his associateshave been studying the features of non-verbalcommunication that convey information. Thefollowing summarizes their findings:

Basics of Non-verbal Communication

Eye ContactThere is a saying in English, action speaks louder than the word, so eye contact is mostimportant part in non verbal communication. Different eye contact can be interpreted asfollows: Most of the listeners look directly at the speaker between 30% and 60% of the time while looking more than that shows the person has great interest on the speaker. Once you maintain eye contact with the audience then you will feel a positive frame of confidence. Once you gain that confidence the people will take more seriously what you are speaking. In case the listener is not focused on you, you should make your point clear and then maintain eye contact with him, in this way the listener will feel pressure.

Body Language and Lying

Signs of lying have to be avoided to send wrong signal to the person in front of you.Some of them are listed below: Less eye contact will sign that the person is lying and he is guilty. Hands touch their face, throat, nose, mouth or ear. Physical expression will be stiff and limited. If a person takes up less space with their hand, arm and leg movement facing towards their own body then it shows the person is lying.

158The EyebrowsChange in the position of the eye brow can interpret as follows: If the eyebrows of a person are lowered that shows the person is usually frowning. This shows a sign of worry, criticism or disagreement. This also shows the person is searching the supporting evidence to make up the huddle. The frown may simply mean lack of concentration or confusion. Raised eyebrows can indicate shock or distrust. One raised eyebrow implies an element of doubt or challenge. Raising the eyebrows show a sign of surprise. The people raise their eyebrows to look better. But it can also mean that somebody is looking at you and that he likes you.

The Mouth If somebody chews the lower lip that shows the sign of fear, insecurity and worry. If somebody tightened his or her lips that indicate he is in defensive mode.

The Head If the head is straight up that shows the sign of neutral position i.e., listening carefully and evaluating. A small nod of head indicates that the information is being received. Tilting the head shows the sign of developing interest. If the head of the speaker is downward direction that shows the sign of nervousness and there may be some problem.

The Smile We always correlate a smile with happiness 'but there are different kinds of smile'. Sometimes artificial smile comes in the speaker's face when he/she is not actually agreed but he can't deny directly i.e. called coy smile. Sometimes the speaker is internally sad but he/she does not want to show to the audience at that time he or she can show artificial smile.

Some of the body gestures which will help you understand the mental frame of aperson are a follows:

160 A big smile that goes on longer and disappears slower: Unreal or fake smile Crossed legs with highest foot in the direction of the speaker: Relaxed and self-confident and they are listening very carefully. Rapidly nodding your head: Shows impatient and eager to add something to the conversation. Slowly nodding: Shows interest and those they are validating the comments of the interviewer, and this subtly encourages him to continue. Biting the Lips: The person communicates embarrassment when he bites his lips. He also communicates a lack of self-confidence. Open Hands: This expresses a trust in other. It also invites to sharing of the other person's view. Clasping the hands: Indicates defense. Firm Handshake: The strong, firm handshake usually shows the high confidence and self believeness. Weak hand shake: People who give these types of handshakes are nervous, shy, insecure or afraid of interaction with other people. Clearing throat: Nervousness. Biting fingernails: Nervousness. Wring your hands: Nervousness. Paced the floor: Nervousness.

Dressing"Dress' Speak" a lot about a person. For example when you enter into a room for thefirst time, it takes few seconds for people to observe you. Your clothes and bodylanguage always speak first. So it is important to dress up carefully to match theoccasion. Some of the perceptions people can judge from your appearance are: Your professionalism Your leadership quality Your aptitude Your trustworthiness

161Being well dressed in a corporate sector can influence your perceptions andpromotions. You should ask the following questions before selecting a dress for theoccasion: What would be appropriate for audience? What would be appropriate for this event? What role I am going to play? o For my company? o For my department? o For myself?

EXERCISEChoose the correct verb from the bracket:

1. Your boss, Mr. Ramesh enters the room when you are meeting with an important client, Mr. Dinesh. You rise and say "Sir, I'd like you to meet Mr. Dinesh. Our client from Delhi. "Is this introduction correct? Justify your answer. Ans: ......................................................................................................................................... ................................................................................................................................................. ................................................................................................................................................ ................................................................................................................................................. ................................................................................................................................................. ................................................................................................................................................. .................................................................................................................................................2. At a social function, you meet the CEO of an important company. After a brief chat, you give him your business card. Is this correct? Ans:......................................................................................................................................... ................................................................................................................................................. ................................................................................................................................................ ................................................................................................................................................. ................................................................................................................................................. ................................................................................................................................................. .................................................................................................................................................

1623. Testing verbal communication skills Pair up with your friend and test your verbal communication skills using the following checklist. You can take turns and test your friend’s communication skills.

Your Name : ______________________________________________

Name of Your Friend : ______________________________________________

S. No. Verbal Could Good accent Too fast Too

Communication speak (yes/no) (yes/no) soft clearly (yes/no) (yes/no) (a) Opening Greeting 1. Good morning Sir/Madam. May I help you? 2. Good afternoon Sir/Madam. May I help you? 3. Good evening Sir/Madam. May I help you? (b) Closing Greeting 1. Have a good day Sir/Madam. 2. Have a good evening Sir/Madam 3. Good night Sir/Madam. c) Seeking permission 1. May I come in Sir/Madam or Excuse me Sir/Madam 2. May I frisk you Sir/Madam?

4. Assignment on Non-verbal Communication Observe people and their body

language at a public meeting/place (could be panchayat, conference, platform of a railway station, shopping mall, etc.) and write in your notebook on what is your interpretation about the gestures or postures of the people. _________________________________________________________________________ _________________________________________________________________________ _________________________________________________________________________ _________________________________________________________________________ _________________________________________________________________________ _________________________________________________________________________ _________________________________________________________________________A. Shorts Questions

B. Fill in the blanks with Correct Verb

165 2. Communication that uses ________________ parts of the body is known as ___________ communication. (physical, non-verbal) 3. The most important thing in communication is to _____________. (listen) 4. In business communication, use of _____________ is important and effective. (body language) 5. When verbal communication is ambiguous ____________ help to understand. (non-verbal)

C. True or False 1. Oral communication is a form of non-verbal communication - 2. Written communication is a form of verbal communication - 3. Body language is a form of non-verbal communication - 4. Gesture is a form of verbal communication - 5. People with hearing impairments use Braille system to communicate - 6. Pointing fingers while talking is a good gesture of communication - 7. Maintaining eye contact while talking or giving speech is a means of effective communication -

D. Multiple Choice Questions

(Tick the correct answer) 1. You are talking with a group of four people. Do you make eye contact with: Just the person to whom you are speaking at the moment? a) Each of the four, moving your eye contact from one to another? b) No one particular person (not looking directly into anyone's eyes)? c) All the above d) None of the above

2. When you greet a visitor in your office, do you: (Tick the correct answer) a) Say nothing and let her sit where she wishes? b) Tell her where to sit? c) Say "Just sits anywhere". d) None of the above

166 3. You are scheduled to meet a business associate for working lunch and you arrive a few minutes early to find a suitable table. 30 minutes later your associate still hasn't arrived. Do you: (Tick the correct answer) a) Order your lunch and eat? b) Continue waiting and fuming that you’re associate isn't there? c) Tell the head waiter you're not staying and give him your card with instructions to present it to your associate to prove you were there? d) After 15 minutes call your associate?

CHECKLIST FOR ASSESSMENT ACTIVITY

Use the following checklist to see if you’ve met all the requirements for AssessmentActivity.

Part A Differentiated between the verbal and non-verbal communication. Described the important rule in verbal communication. Explain the communicative practices in non-verbal communication?

Part BDiscussed in class the following: How to practice verbal communication effectively? How to apply various rules for verbal communication? What are the different practices available for non-verbal communication?

Part CPerformance StandardsThe Performance standards may include, but not limited to:

Performance Criteria Yes No

Able to follow the rules for verbal communication Able to differentiate between the practices of verbal and non-verbal communication Able to perform non-verbal communication

167 Session 2: Forms of Communication Relevant Knowledge

Types of CommunicationThere are many forms of communication. These are as under:

 Downward Communication

 Upward Communication

 Horizontal Communication

 Vertical Communication

 Lateral Communication

 Formal Communication

 Informal Communication or Grapevine

 Pictorial Communication

 Symbolic Communication

Downward CommunicationInformation flowing from the top of the organizational management hierarchy andtelling people in the organization what is important (mission) and what is valued(policies). Downward communication generally provides enabling information – whichallows a subordinate to do something. e.g. Instructions on how to do a task.

Downward communication comes after upward communications have been

successfully established. This type of communication is needed in an organization to:

 Transmit vital information

 Give instructions

 Encourage 2-way discussion

 Announce decisions

 Seek cooperation

 Provide motivation

 Boost morale

168 Increase efficiency

 Obtain feedback

"Downward" Communication in a Bank.

Importance of Downward Communication

 Orders and instructions about jobs Directions about understanding of jobs and its relationships with other jobs Organizational policies and its procedures Feedback of subordinates' performance Reprimands, Criticisms etc.

Upward CommunicationUpward communication is the flow of information from subordinates to superiors, orfrom employees to management. Without upward communication, management worksin a vacuum, not knowing if messages have been received properly, or if otherproblems exist in the organization.

By definition, communication is a two-way affair. Yet for effective two way

organizational communication to occur, it must begin from the bottom. Upward

Communication is a mean for staff to:

Importance of Upward Communication

 Subordinates' work performance Problems relating to work Performance appraisal of their subordinates (feedback of understanding of orders, instructions etc.) Clarifications of orders etc. Opinion, attitude, feelings etc. Procedures, methods, practices followed while doing the work Criticism New ideas and suggestions Personal and family problems

Horizontal CommunicationHorizontal communication normally involves coordinating information, and allowspeople with the same or similar rank in an organization to cooperate or collaborate.

Communication among employees at the same level is crucial for the accomplishmentof work. Horizontal Communication is essential for: Solving problems Accomplishing tasks Improving teamwork Building goodwill Boosting efficiency

170 "Horizontal" Communication in a Bank.

It is the formal/informal exchange of ideas between different individuals/departments

at the same level of hierarchy in the organization.

Advantages Enabling horizontal communication in an organization encourages free information exchange. Higher information flow between departments is necessary so to avoid the same problems being faced by different departments. Horizontal communication makes an atmosphere where employees are comfortable to talk to people in different departments and gain from their learning. Horizontal communication is a real check on the power of the top leaders. It is the flow of information between persons of the same hierarchical level.

DisadvantagesSometimes, horizontal communication leads to disputes between individuals/departments. In such cases higher officials have to step in to resolve the matter.

Vertical CommunicationThe definition of vertical communication is the flow of information both downward andupward through the organizational chain of command. Some also refer to it as formalcommunication. Downward communication kind of speaks for itself; top-levelmanagement produces decisions that are communicated down to tell employees how toperform their job.

Communication that moves through a chain of command typically is vertical in nature.

Rules and mandates come down from the top leadership to management and trickledown to the front-line supervisors, eventually reaching the workers. When workers

171have an issue, they usually talk first to their immediate supervisor. The chain ofcommand dictates that supervisors report the issue to their managers, who then areresponsible to carry the information up to the executive offices.

PurposeThe main purpose of operating with a vertical communication system is to control theflow of information and decision orders, mandates, policy decisions, directions andinstructions. The policies and goals of the organization typically come from the top andmove down through the chain of command. Communication that flows upwardtypically involves information from the front lines to the executives about what's goingon at the lower levels. It might include complaints, suggestions, reports, requests forclarification or news about trends.

DisadvantagesInformation often is filtered as it moves up and down the chain of command, wateringdown the message or changing the nature of the information. Managers receiving arequest directed to upper management may decide the request isn't valid and slow itsmotion or stop it altogether. Information meant for distribution down to all the lowerlevels may become stalled. Middle management may decide their workers don’t needthe information and halt its progress. Information going in either direction may changeor become diluted if not passed up or down in its original form.

ChannelsVarious channels used to send information up and down the chain of command alsoaffect the ways it’s perceived and acted upon. When passed on verbally, information istainted by body language, spoken nuances and personalities of the informant. Theperson receiving the information brings various filters to every conversation that canchange the intention of the information. Written communication, on the other hand,when passed on unchanged, may effectively send a consistent message through an

172organizational structure. Although electronic communication can be more easilymanipulated, organizations may utilize a wide range of applications to get and receivepertinent information.

Lateral CommunicationLateral communication refers to messages conversed between people on the samehierarchical level. For example, in terms of the workplace, if two supervisors have adiscussion or two board members raise an issue this is known as lateral communication.It is also known as horizontal communication.

The opposite of this is diagonal

communication which refers tomessages conversed betweenall levels of hierarchy. Forexample, if a manager has adiscussion with one of theiremployees then this would beknown as diagonalcommunication. There are anumber of various forms ofcommunication in relation tobusiness environments.

Internal communication is one particular example as it is the main term used to describeany form of communication within a business. In addition, this is not specified tospeaking face to face, this can mean through email, telephone and so on.

If a member of one company converses with someone from another company, it is

known as external communication. So this can refer to activities such as dealing withcustomers or contacting a supplier about a product etc.

Formal Communication

A type of verbal presentation or document intended to share information and which

conforms to established professional rules, standards and processes and avoids usingslang terminology. The main types of formal communication within a business are(1) downward where information moves from higher management to subordinateemployees, (2) upward where information moves from employees to management and(3) horizontal where information is shared between peers.

173Informal CommunicationA casual form of information sharing typically used in personal conversations withfriends or family members are called the informal communication. Within a businessenvironment, informal communication is sometimes called the grapevine and might beobserved occurring in conversations, electronic mails, text messages and phone callsbetween socializing employees.

This communication is based on informal relations (like friendship, membership of the

same club, the same place of birth, etc.) and, therefore, is free from all the organizationalformalities.

The exchange of informal messages usually takes place on the occasion of communitymeals, social occasions, parties, etc. On such occasions, the superiors gather suchinformation from their subordinates as may be difficult to get through formalcommunication. Such communication includes comments, suggestions, etc.

174Under this, communication takes place through gesticulation, moving of head, smilingand by remaining quiet. For example, a superior wants to complain against hissubordinate to his higher officer and at the same time he is afraid of giving it in writing.This can be conveyed to the higher officer through informal communication, say duringthe course of a conversation.

Informal communication is also called grapevine communication because there is no

definite channel of communication. Under it some information passes through many 31individuals and covers a long distance making its origin obscure. This is exactly like agrapevine where it is difficult to find the beginning and the end.

Formal and informal communication is very straight forward in the sense that formalconversations refer to the discussion of workplace issue whereas informalcommunication is in relation to discussions about activities outside of work. Informalconversations are only usually acceptable during breaks and they shouldn't be used tospread rumours about colleagues. Moreover, in businesses upward communication isthe questions and queries that colleagues aim at their bosses whereas downwardcommunication is the guidance and orders expressed by the management team to theircolleagues. In addition to that, there is always the possibility of small groupcommunication which is the term used to describe discussions held in meetings with anumber of colleagues.

Pictorial CommunicationPictorial communication includes communicating with signs like traffic signals, the 21-gun salute, horns, sirens, etc. For example, the sign of ‘stop’ tells you to stop at thegiven point, the sign of two children with school bags indicate the school zone, the signof U-turn tells you to take a U turn, and the sign of a person crossing the road indicatesthe place where you can cross the road.

175EXERCISEVisit a store and write a report about what kind purpose in the store betweenemployees and between customers. (Note: use pictures to make report effective).

A. Fill in the blanks

1. Downward communication general provides enabling information in the form of ______________. (Instructions) 2. ______________ is a casual form of information personal conversation. (Informal communication) 3. ________________ communication includes communicating with signs. (non verbal) 4. Informal communication is also called __________________ communication. (grapewine) 5. ____________________ refers to messages conversed between all levels of hierarchy. (diagonal communication)

3. Lateral communication refers to message conversed between people

a) On the same level b) All levels c) Both the above d) None of the above 4. The main types of formal communication within a business a) Downward b) Lateral c) Diagonal d) None of the above

5. Informal communication involves

a) Smiling b) Gesticulation c) Both the above d) None of the above

Checklist for Assessment Activity

Use the following checklist to see if you’ve met all the requirements for AssessmentActivity.

Part A Described the various types of communication.

Part B1. Discussed in class the following:  What is pictorial communication?  What is informal and formal communication?

177  What is lateral communication?  What is the importance of upward and downward communication?

Part CPerformance StandardsThe Performance standards may include, but not limited to:

Performance Standards Yes No

Able to differentiate between types of communication

Session 3: Communication Media and Equipment

Relevant KnowledgeCommunication MediaCommunication media refers to the means of delivering and receiving data orinformation. In telecommunication, these means are transmission and storage tools orchannels for data storage and transmission. The term is also commonly used in place ofmass media or news media.

Different media are employed for transmitting data from one computer terminal to thecentral computer or to other computer systems inside some kind of network. The mostcommonly used communication media include cable, satellite, microwaves and fibreoptics.The communication media acts as acommunication channel for linkingvarious computing devices so that theymay interact with each other.Contemporary communication mediafacilitate communication and dataexchange among a large number ofindividuals across long distances viateleportation, email, teleconferencing,Internet forums, etc. Traditional massmedia channels such as TV, radio andmagazines, on the other hand, promoteone-to-many communication. There aretwo forms of communication media:

The most commonly used data communication media include:

Communication EquipmentsA communication tool helps a person to communicate with other people. Informationand Communication Technology (ICT) is a general term used for a unified system oftelecommunications including telephone lines, wireless, computers, audio-visualsystems, etc. which enable the users to create, access, store, transmit, and manipulateinformation.

Electronic Devices

A range of electronicdevices exist to help peopleovercome the constraint incommunication due todistance. These includeelectronic devices such astelephone, mobile, wirelesssets, etc., which are used to send and receive messages.

Technological aids, such as hearing aids and videophones are designed to help peoplewith different abilities. Social websites on Internetand Email are examples of technological aids thatpromote communication and social interactionbetween people.

Telephone

The telephone is a telecommunication device that

transmits and receives sounds. Its basic function is

179to allow communication between two people separated by a distance. All moderntelephones have a microphone to speak into, an earphone which reproduces the voice ofthe other person, a ringer which makes a sound to alert the owner when a call is comingin, and a keypad to enter the telephone number. The microphone converts the soundwaves to electrical signals and then these are sent through the telephone network to theother phone and there it is converted back into sound waves by an earphone or speaker.

Mobile phoneThe mobile phone (also known as a cell phone)is a device that can make and receive telephonecalls over a radio link whilst moving around awide geographic area. It does so by connectingto a cellular network provided by a mobilephone operator, allowing access to the publictelephone network. Mobile phones also supporta wide variety of other services which includetext messaging, popularly known as ShortMessage Service (SMS), email, Internet access, short-range wireless communications(infrared, blue tooth), business applications, gaming and photography.

Telephone etiquetteEtiquette is defined as manners that are acceptable, pleasing and courteous. Thedifferent elements of etiquette are to do with appearance, choice of words and bodylanguage. The following etiquette should be followed while talking on telephone: Pick up or answer the telephone before the third ring. Some words that you should use in your conversations on telephone are: Hello! Good Morning/Good Afternoon/Good Evening. Speak clearly and identify yourself. If the caller does not introduce himself/herself, say, “May I know who is speaking?” In case the caller does not tell to whom he/she wants to talk to, then you may ask questions like “May I know to whom you want to talk to?” In case you have to take a message then you may say “I'm sorry, he's busy at the moment. May I take a message?” or May I take your name and number and have him/her call you back? (Be sure to write down the name, phone number, time the caller had called and the message).

180 Ask the caller to wait while you acquire the information required. Don’t make the caller wait for more than 02 minutes. It is better to return a call than to keep someone on hold too long. Do not forget to return the call. At the end of the waiting period, please express your gratitude for caller’s patience. Keep your conversation to the point. End the conversation with gratitude. Always use a pleasant and friendly tone. Before placing a caller on hold, ask his/her permission first. For example, “could you please hold the line, while I call the person”. Do not interrupt the person while he/she is talking to you. Do not answer the phone if you are eating. You should mention that you are having your meal and you will call back after you have finished. When hanging up the phone, make sure the caller hangs up first. Avoid leaving long messages.

Electronic MediaElectronic Private Automatic Branch Exchange (EPABX) System:It is an instrument used to place telephonic calls to various peoplein the premises to check on the availability of theresidents/officials and check the authenticity of the visitor’sclaims.

Walkie talkie: A walkie-talkie (known as a handheld transceiver) is a hand-held,

portable two-way radio transceiver. Typical walkie-talkies resemble a telephonehandset, with an antenna sticking out of the top. Walkie-talkies are widely used in anysetting where portable radio communications are necessary, including business, publicsafety, security and military.

Fax machine: Fax (short for facsimile) is the telephonic

transmission of scanned printed material (both text and images)from a fax machine through a telephone line connected toanother fax machine. The original document is scanned with afax machine, which processes the contents (text or images) as asingle fixed graphic image, converting it into a bitmap image.

181The information is then transmitted as electrical signalsthrough the telephone system. The receiving fax machinereconverts the coded image printing a paper copy.

GPS navigation device: It is any device that receives

Global Positioning System (GPS) signals for the purpose ofdetermining the device's current location on Earth. GPSdevices are used in military, aviation, marine andconsumer product applications.

182A. Fill in the blanks 1. A telephone is an ____________________ device. (communication) 2. A telephone has a ____________________ to speak into and an earphone which reproduces the voice. (microphone) 3. _________ is the equipment that is used to contact officials in the premises from the gate to check on their availability. (EPABX)

B. Write the full form of the following abbreviations:

1. SMS: 2. EPBAX: 3. Email: 4. GPS:

C. Short Answer Questions (use separate sheet if needed)

1. Name five equipments used for communication.

____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ 2. Write down one advantage and one disadvantage of using communication equipments (for each equipment). ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ 3. What is the difference between informal and formal communication? ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________

183CHECKLIST FOR ASSESSMENT ACTIVITYUse the following checklist to see if you’ve met all the requirements for AssessmentActivity.

Part A Describe the various communication equipment.

Part B Discussed in class the following: (a) Difference between informal and formal communication (b) Importance of various logbooks and reports in security industry

Part CPerformance StandardsThe Performance standards may include, but not limited to:

Performance Standards Yes No

Able to describe the purpose and demonstrate the use ofcommunication equipmentAble to demonstrate communication etiquetteAble to differentiate between different use and requirement of differentcommunication equipments.

Session 4: Barriers in Communication

Relevant KnowledgeBarriersNo matter how good the communication system in anorganization is, unfortunately barriers can often occur. Thismay be caused by a number of factors, which can usually besummarized as being due to physical, organizational,attitudinal, emotional barriers and physiological barriers.

A. Physical Barriers These are often due to the nature of environment. Thus, the natural barriers, which exist, are located in different buildings or on different sites, others are:

184  Poor outdated equipment

 Failure of management

 Lack of new technology

 Staff shortages

 Distractions like background noise, poor

lighting

 Hostile environment (too hot or too cold)

All the above-mentioned barriers affect people's

morale and concentration, which in turn interfere with effective communication.

B. Organizational Barriers  It refers to the faulty system design. These include;  Complexity in organisational structure  Ineffective organizational supervision or training  Unclear organizational rules, policies and regulations  Lack of clarity in roles and responsibilities which can head to staff being uncertain about what is expected of them  Status relationships

C. Attitudinal Barriers

(i) Attitude of superiors

 Lack of consultation with employees (Ignoring communication)  Personality conflicts, which can result in, people delaying or refusing to communicate  Lack of time  Lack of awareness  Resistance to change due to interchanged attitudes and ideas  Lack of trust in subordinates  Fear of challenge to authority

(iii) Emotional Barriers

Psychological factors such as people's state of mind are important tools for proper communication. We all tend to feel happier and be more receptive to information when the sun shines equally. If someone has personal problems like worries about health or marriage, then this will probably affect their communication skills and work power gradually. Some emotional barriers are:  Premature evaluation  Inattention  Loss by transmission and poor retention  Undue reliance on the written words  Distrust of communicator  Failure to communicate  Semantic Barriers o Different language o Different context for words and symbols o Poor vocabulary

(iv) Physiological Barriers

Physiological barriers may result from individual's discomfort caused by ill health, poor eyesight or difficulties. We have studied several barriers that affect the flow of communication in an organization. These barriers interrupt the flow of communication from the sender to the receiver, thus making communication ineffective. It is essential for managers to overcome these barriers.

Methods of Overcoming the Barriers

1. It is imperative that organizational policy must be clear and explicit and encourage the communication flow so that people at all levels realize the full significance of

186 communication. This organizational policy should express in clear, unambiguous term that organization favors the promotion of communication in the organization.

2. This policy should also specify the subject matter to be communicated which is determined by the needs of the organization.

3. The system of communication through proper channel serves the purpose

adequately so far as routine types of information warrants, this has to be overlooked and persons concerned need to be told explicitly.

4. A successful communication system will only be achieved if top management

shares the responsibility of good communication and check from time to time that there are no bottlenecks.

5. Organization should have these adequate facilities for promoting communication.

This need being carefully looked into and the responsibility of superior managers in encouraging the use of these facilities through the adoption of supportive attitude and behavior needs to be emphasized.

6. Communication being an inter-personal process, the development of inter-

personal relationships based on mutual respect, trust and confidence is essential for its promotion.

7. There should be continuous programme of evaluating the flow of communication

in different directions.

Essentials of Good Communication

 Find out the real purpose of your communication. See that your ideas are clear before communication. Where appropriate, consult others in planning communication. Be sincere and honest in your communication Communication is a simple, clear and effective way. Know the basic content of your message and consider any possible overtones. Study all the conditions, physical and human wherever/whenever/whatever you communicate. Whenever possible, convey something of help or value to the receiver.

"People who learn effective communication skills will improve their work and personalrelationship". It is important to learn effective communication skills to be successful at

187work and to deal with conflict. Both verbal and non-verbal communication skills arecritical to effective communication. Effective and powerful communication skills giveself-confidence. It is the alchemy that can at times transform very ordinary speech into asuccess. But a self-confident speaker having other attributes as well remains a winnerthroughout.

Elements of Effective Communication

Adequacy In terms of coverage (i.e. type of messages flowing in various direction) In terms of quantity of various types of messages.Timing Perfectly timed words and sentences are very important.Integrity Organization of content/matter in such a manner that one idea heads to another, finally evolving into a logical and satisfactory conclusion.Clarity Simple and common words should be used Short and Simple sentences Proper punctuation Logical sequence.

ASSIGNMENT

1. Identify the main barriers that you have encountered during the communication with your teacher. _________________________________________________________________________ _________________________________________________________________________ _________________________________________________________________________2. Write the solution to overcome the barriers that you faced during the communication with your teacher. _________________________________________________________________________ _________________________________________________________________________ _________________________________________________________________________

1883. List all the barriers that you have faced while communicating with your friends in a birthday party. _________________________________________________________________________ _________________________________________________________________________ _________________________________________________________________________4. What will you do to remove the barriers of communication in the following situations: S. No. Situation Action that you will take to remove the barrier 1. Poor lighting arrangement in the classroom 2. A friend with hearing impairment has come to talk to you

A. Fill in the blanks

1. _______________ of management is the form of _______________ barrier. (failure, physical) 2. Status relationships comes under ____________. (organizational barriers). 3. System of communication through _____________ serves the purpose adequately. (proper channel) 4. People who learn effective _____________ will improve their work and personal relationship. (communication skills) 5. Successful communication system will only be achieved if _______ shares the responsibility. (top management)

CHECKLIST FOR ASSESSMENT ACTIVITY

Use the following checklist to see if you’ve met all the requirements for AssessmentActivity.

Part A Described the various types of barriers.Part B1. Discussed in class the following:  How communication cycle is affected by the barriers?  How one can overcome the various types of barriers in communication?Part CPerformance StandardsThe Performance standards may include, but not limited to:

Performance Standards Yes No

Able to differentiate between the various types of barriers in communication

health care relevance of care aids and Best practices to activities and healthcare activities in retail manage health care heath care rights activities organizations in the retail store in retail 2. State various 2. Demonstrate the Activity: organizations rights to health rights to health Visit to a retail and safety and safety store to observe relevant practices adopted to maintain hygiene

191 Session 2: Health Care Measures1. Identify the 1. Describe the 1. Identify the health Interactive lecture: health care health care care measures in Health care measures in measures in Retail measures in Retail Retail Retail Activity: Visit to the retail outlet and asked to note down the health care measures in Retail2. List out the 1. State the working 1. Identify the unsafe Interactive lecture: unsafe working conditions that working Safe and unsafe conditions are unsafe for the conditions working conditions employees 2. Differentiate Activity: 2. Relate the between safe and Group discussion to situations where unsafe work find out ways to unsafe work 3. Follow the make conditions should be guidelines to safer refused refuse unsafe work3. Identify the 1. State the 1. Enlist Interactive lecture: responsibilities of responsibilities of Responsibilities of Responsibilities of employers and employer employers in employers and employees for 2. Understand provision of health employees in workplace health responsibilities of and safety at work managing and safety worker 2. Analyze workplace health 3. Describe responsibilities of and safety responsibilities of workers and Activity: supervisor supervisors in Interview a retail managing health store owner to state and safety at the measures workplace adopted by him to ensure health and safety at the store Session 3: Personal Grooming Techniques1. Describe the 1. Identify various 1. Apply the self care Interactive lecture: skills required skills and including basic Expert lecture on for personal knowledge of self skin care, hair care personal grooming. grooming care and basic make up Activity: 2. State the 2. Practice Make a small report conversation conversation on the basis of skills skills, social graces observation on 3. Explain the and deportment groomed meaning of 3. Practice the diet personalities. Balanced Diet and nutrition and its significance

1922. Identify the food 1. Describe the 1. Demonstrate the art Interactive lecture: techniques relevance of dining of table Lecture of the with style in presentation specialist on food formal restaurant 2. Demonstrate the techniques. 2. State the art of dining Activity: significance of 3. Use of crockery and Visit a restaurant stylish cutlery and cutlery and record the ways crockery 4. Apply restaurant of table presentation etiquettes and dining.

Session – 4: Personal Grooming Tips

1. List out the 1. Basic grooming 1. Apply the Interactive lecture: grooming tips tips for business perfumes, scents Important women and odors in grooming tips for 2. Describe hairstyle workplace and working women tips present Activity: 3. State basics of professional Interact with the business makeup looking fingernails beautician to learn and hands tips on women 4. Identify appropriate 2. Carry proper makeup jewelery hairstyle at workplace 3. Wear appropriate business makeup 4. Demonstrate about good jewelery selection2. Enlist the work 1. Discuss about 1. Utilize first aid Interactive related injuries first aid facilities box items at the Discussion: and reporting 2. State how to appropriate time Importance and use them to report injuries 2. Develop how and of first aid at supervisor 3. Identify how to whom to report workplace Activity: investigate injuries 1. Visit a doctor to accidents 3. Investigating discuss first aid accidents requirements with respect to work related injuries in retail. 2. Visit to retail store and observe work related injuries while moving goods one place to another place.

193Introduction

You must have the experience of slipping on the

banana peel thrown by another person at a publicplace? If not, then you are a lucky few who did not gethurt due to the negligence of the others. It is a commonphenomenon in public places where vendors sell fruitsand people do not bother throwing the peel on theroad.

At home too, you must have experienced injury due to

hazardous tools, equipment, and materials. Forinstance, while working in the kitchen, your mothermight have at times hurt her finger with a knife.Similarly, workers in industry, factories, warehouses,and organizations are exposed to various hazards.

Occupational health and safety (OHS) is an area

concerned with protecting the safety, health andwelfare of people engaged in work or employment.

Health and safety of people are important aspects for

The goal of occupational safety and health procedures and programmes is to establishand foster a safe and healthy work environment for all workers. The occupationalhealth is often given less attention than occupational safety as the former is consideredmore as a personal issue.

In this Unit, you will develop an understanding of the different health care activities inretail organizations, skills for personal grooming for convincing the customers in theretail business. You will understand how to know health care activities, acquire therelevant skills required for personal grooming.

194 Session 1: Health Care Activities Relevant KnowledgeThe prevention, treatment, and management of illness and the preservation of mentaland physical well-being are through the services offered by the medical and alliedhealth professions are called the health care.

Healthcare retail is providing cash-and-carry,

health related products, along with convenienceand gift items, directly on the healthcarecampus through professionally run stores,e-commerce or catalogs.

Offering this level of convenience is an

enormous benefit to patients, as well ascaregivers, physicians, visitors and employees.Customers can get exactly what they need,when they need it; from the place they trust most - the hospital or clinic.

A large number of Retail, Wholesale and

Department Store Union (RWDSU) membersare employed in the retail industry, and theyface as many health hazards as peopleemployed in jobs that are generally believed tobe more dangerous. Retail jobs requirerepetitive motions, heavy lifting, long periodsof standing and other hazards that can result ininjury. Retail workers need to be aware of therisks they face on the job and how to avoidthem.

Health Care Activities

Clinics in Retail Stores Wal-Mart currently hasover 40 clinics operating in its stores and plansto partner with healthcare providers andhealthcare entrepreneurs to open 600+ clinicsin the next couple of years, with a potential formore than 2,000 clinics in its stores in theforeseeable future.

195The ever escalating costs of healthcare, this is a move towards delivering right quality,right priced healthcare with price transparency accessible to millions who otherwisecannot afford treatment today, but have a reasonable expectation for “value for theirhealthcare dollars” similar to their spend in other areas.

The retail clinics are anticipated to be operated by third party physicians and nursepractitioners with practice management (patient registration, billing, e-prescribing) andelectronic medical records (EMR) software provided by E-Clinical Works.

The promise in addition, to the quality of treatment delivered is the use of electronichealth records (EHRs) to ensure transparency, accuracy and portability to assure abetter customer experience.

Indoor Air Quality and Pollution

Most retail stores are in "closed" buildings, where windows cannot be opened easilyand doorway exits are often in remote areas.

Indoor air pollution is caused by the build-up of vapors, particles, molds, fungus andbacteria in building air. The indoor sources of these pollutants can be human waste,cigarette smoke, fuel-fired furnaces, building materials, furnishings, cleaning products,store consumer products, asbestos and pesticides. Molds, spores, fungus and bacteriacan accumulate in standing water, wet furnishings, furnace water, and air ducts. Meatwrappers can be harmed by the vapors of burning plastic wrap.

Polluted outdoor air can be drawn into a building via the air intakes. Gases andparticles from truck exhaust, as well as other pollutants from the area are commonindoor air pollutants.

If unchecked, these pollutions can cause severe respiratory ailments. All workplaceswhere these risks are present need an effective mechanical ventilation system.

The system in your store may include a series of fans, ducts, heating or cooling coils,vents, and hoods. A single air handling unit may handle several zones with differentrequirements within the store. A mechanical system must bring in fresh outdoor air,mix it with the air that is already circulating inside the store and distribute theconditioned air to all areas, including stock rooms, via ducts.

Ergonomics

The basic idea of ergonomics (the study of workplace design) is to design the workplaceto fit the worker and not change the worker to fit into a poorly designed workplace.

196Work stations must be adjustable to be able to accommodate the wide variety of heightsand strengths of retail workers.

The best height for a working surface depends on the worker and whether or not he orshe stands or sits. The ideal height is generally between 2 to 4 inches below the elbowfor delicate work and between 6 to 18 inches below the elbow for heavy work. Thesolution for working surface height is to make the surface adjustable to accommodateeach worker.

A workstation that allows for alternating between sitting and standing is important, asis room to move about without awkward motions and decent lighting.

Repetitive Motion Illnesses

In many areas of a retail store there are workers performing jobs that require repetitivebending and twisting of the hands, wrists and upper body. These tasks often placeexcessive stress on muscles, tendons, blood vessels and nerves. These repetitive motionsfrequently result in conditions such as carpal tunnel syndrome, tendinitis, ganglioncysts and tenosynovitis. These conditions are serious, causing pain, loss of use of thehands and wrists and permanent damage.

Correct ergonomic design is one of the most important ways to avoid these kinds ofillnesses. Eliminate the twisting and bending caused by poorly designed tools andworkstations is the only way to reduce the risk.

EXERCISEVisit a retail organization or supermarket/specialty store, interact with the employerand employees of the organisation/industry and ask the following questions and writetheir reply in not more than 50 words:

197(ii) What are the potential hazards for workers in retail? _________________________________________________________________________ _________________________________________________________________________ _________________________________________________________________________ _________________________________________________________________________

(ii) Which are the hazardous chemicals that the employees think are affecting their physical well being at the workplace? _________________________________________________________________________ _________________________________________________________________________ _________________________________________________________________________ _________________________________________________________________________ _________________________________________________________________________ _________________________________________________________________________

198Answer the following questions (Use additional sheets of paper if necessary)

A. Fill in the blanks

1. By the third party physicians and nurse practitioners operated _____________. (retail clinics) 2. The services offered by the_________ and____________ are called the health care. (medical, allied health professions)

B. Multiple Choice Questions

Tick the correct answer 1. The quality of retail clinical treatment delivered is the use of electronic health records (EHRs) to ensure: a) Transparency b) Accuracy c) Portability d) All of these

3. OSHA stands for

C. Short Answer Questions

1. What is the meaning of the Health Care? 2. List out the Health Care Activities in Retail Business?

199CHECKLIST FOR ASSESSMENT ACTIVITYUse the following checklist to see if you’ve met all the requirements for AssessmentActivity.

Part A Differentiated between different health care activities.

Part BDiscussed in class the following: What are health care activities in retail business? What is the importance of effective health care in retailing? Why do we need to exercise daily for your health care?

Part CPerformance StandardsThe Performance standards may include, but not limited to:

Performance Standards Yes No

Able to identify the various kinds of health care activities Able to practice health care activities for reducing the health deceases

Session 2: Health Care Measures

Relevant Knowledge

Lifting, Carrying and Standing

Lifting is an important part of all retail store work. Cashiers

lift groceries during the whole work shift; stock clerks putproducts on shelves throughout the day, and departmentstore staff stock and retrieve products from stockroomshelves frequently. These tasks contribute directly to the highrates of back injuries, lower back pain, hernias, heart andcirculatory problems among retail store workers.

There are several important guidelines to follow when

performing these tasks. Loads that seem too heavy for you tolift should be broken down into smaller units so that they are manageable.

200Mechanical lifting devices should be used to lift loads that are too heavy. If nomechanical device is available, have a co-worker help.

Heavy loads should not be lifted directly from the floor. Products should be stored atleast 18 inches above the floor and not above shoulder height. A ladder may benecessary to be able to reach high items. A table may be necessary to bring products upto comfortable heights.

Lift slowly and evenly. There is no evidence that back belts prevent back injury. Whenperforming carrying tasks, it is important to bring the load close to your body. Usehandles or cut handles on cartons. Avoid awkward postures such as twisting andturning while carrying a load. Wear comfortable clothing and shoes. Rest and stretchmuscles as frequently as possible, take breaks, when possible.

Standing can cause varicose veins and back fatigue, aching feet and muscle strain,among other ailments. Anti-fatigue mats made of a soft material, foot rests, stools andchairs can help relieve the constant pressure of standing for long periods of time.

Computer Operators and Data Processors

RWDSU keyboard operators, telephone operators and other members use computersthat come in a variety of shapes and sizes. One size workstation will not fit everyone.

The key to a safe computer workstation is ensuring that it fits the user, is adjustable andcomfortable.

The monitor should be placed 18-30 inches from the user and the top of the monitorshould be level with the user’s eyes. The keyboard should be detached from themonitor screen. It should be flat or slightly angled. Both should be easily adjustable.

The seat height and armrests should be adjustable and the width should be a minimumof 18 inches. The seat pan should be contoured and cushioned. The backrest shouldsupport the lumbar region. Foot rests should be provided.

The other rules of ergonomic design, like good lighting and space, are also necessary toavoid the risk of repetitive motion illnesses.

In the next issue of the Record, other workplace hazards of the retail industry will beexamined.

RWDSU members employed in retail face an exhaustive list of hazards on the job. It isimportant for them to be aware of those dangers, as well as their employers’responsibilities in ensuring a safe workplace.

201Fire Prevention

Fire hazards often exist in retail stores due to

flammable and combustible materials, electricalmalfunctions, open flames, sparks, hot surfaces,smoking and unsafe storage of chemical products.Your employer must have an emergency plan forhow to evacuate the store, who to call in case of fire,and job tasks for people responsible for evacuation.Exit paths should not be blocked and must beclearly marked with exit signs that are lighted. It isbetter to have a pre-emergency plan than for chaosto result when a fire breaks out, causing loss of lifeand property damage.

Fire extinguishers must be available, and workers

should be trained in how to use them. They must bethe correct type for the hazard: type A forcombustibles, type C for electrical equipment andtype ABC for general fires. Fire extinguishers mustbe inspected regularly to ensure that they are ingood working order. The needle gauge must be atthe 12O clock position and the nozzle in good shape.Sprinklers must be installed and inspected at leastonce a year.

Good housekeeping and proper storage and

disposal of combustible and flammable materials arethe most important steps in preventing fires in aretail store. The employer must allow time in the work day for this type of work to bedone.

Floors Slips, Trips and Falls

Slips, trips and falls are common causes of injuries in all retail stores. Wet, slipperyfloors around produce, meat, fish and freezer areas are especially hazardous in grocerysupermarkets. Similarly, aisles that are cluttered with boxes, and uneven crackedflooring are all hazards commonly found in department stores. All spills need to becleaned promptly, and time needs to be allowed to clear clutter and waste from theaisles.

In the deli or meat department, blades on the slicing machines must have machineguards to help prevent accidents. Non-automatic slicers must have a handholdprotected from the blade. All slicers must be kept sharp so that force is not necessary.Deli workers should not wear loose clothing, which might get caught in the blades of amachine.

Trash DisposalTrash disposal is a hazard that is present in most retail store situations, and it must bedealt with cautiously to ensure that nobody is hurt. Trash compactors and loadingdoors should be interlocked with the drive mechanism so that the unit cannot beoperated unless the door is fully closed. Balers should have two handed stop andoperating buttons that make you push both buttons simultaneously to operate. Thiskeeps your hands at a safe location and distance from danger. The feed throat ongarbage disposal equipment and grinders should be guarded so that hands cannotcome into contact with the moving blades.

Electricity Shocks

RWDSU members in department stores, supermarkets and other retail stores may facehazards from exposure to live electricity. Contact with energized equipment can causeshock, burns, startle accidents and even death.

Electric shock injuries are a danger when retail workers are exposed to live wiring,temporary wiring and damaged electrical equipment, especially when adequatetraining has not been given. The Occupational Safety and Health Administration(OSHA) estimates that more than half of all electric shock deaths and injuries can beprevented if employers provide training about electrical hazards and institute safeworking practices.

203In supermarkets, slicers, grinders, saws and other electrical appliances have exposednon-current carrying metal parts that can cause electrical shock when used near water.There is also the potential for shocks during routine maintenance and servicing ifelectrical lockout and tag out is not used to de-energize the powered equipment. Indepartment stores and other retail stores, exposed temporary wiring and damagedflexible cords can cause injury. Product displays and newly designed areas arefrequently installed without permanent wiring. Back of the store stockrooms may havedamaged wiring, temporary fixtures and obsolete electrical equipment. Retail workersshould visually inspect all electrical wiring regularly to check for breaks, fraying, andother defects. All electric outlet boxes should be covered. All switch boxes and circuitsshould be labeled.Ground Fault Circuit Interrupters, which shut off electrical current in the event of aleak, should be used whenever possible, and electrical lockout and tag out, whichprevents accidental start up of machinery during maintenance, should be practiced atall times.

Working in the Cold Places

RWDSU members who work in cold environmentslike freezers, cold box storage rooms andrefrigeration trucks need proper protection fromthe cold. Protection from the cold can be attainedby wearing proper clothing and the redesigning ofyour working situation. Your employer shouldtrain you in the health hazards associated withexposure to cold, the early signs of overexposure,proper clothing and the safe work practices to usewhen working in cold temperatures. Clothing should be lightweight, waterproof andlayered.Machinery, tools and jobs should be designed to make them less hazardous. Sinceclothing is bulky and there is loss of manual dexterity due to clothing and the cold,tasks should be redesigned with this in mind. Attention should be paid to spacing ofhandles, knobs and other mechanical parts. Tool handles should be easy to grasp. Metalparts should be insulated.

Responsible for Workplace Health and Safety

Everyone in the workplace, including you, your co-workers, your supervisor, and youremployer, has a responsibility to protect you and the people around you from injury —

204that’s the law. Knowing about these responsibilities will help you work safely andcontribute to making your workplace safer.

Responsibilities as a Worker Know and follow the health and safety requirements that are relevant to your job. If you don’t know how to do something safely, ask for training before you begin work. Work safely, and encourage your co-workers to do the same. Correct any unsafe conditions immediately (for example, spills or loose electrical cords) or report them to your supervisor. Immediately report any injury to a first aid attendant or supervisor. Take the initiative. Make suggestions to improve health and safety.

Employer’s ResponsibilitiesProvide a safe and healthy workplace. Ensure that you and your co-workers are adequately trained, and keep records of your training. Provide a comprehensive occupational health and safety program, including a written health and safety policy (you can ask to see a copy) and an incident investigation procedure. Support supervisors, safety co-coordinators, and workers in their health and safety activities. A good employer encourages safe work practices at all times. Take action immediately when a worker or supervisor reports a potentially hazardous situation. Initiate an immediate investigation into incidents. Provide adequate first aid facilities and services. Provide personal protective equipment (PPE) where required.

Supervisor’s Responsibilities Instruct you and your co-workers in safe work procedures. Train you for all assigned tasks, and check that your work is being done safely. Ensure that only authorized, adequately trained workers operate tools and equipment or use hazardous chemicals.

205 Ensure that equipment and materials are properly handled, stored, and maintained. Enforce health and safety requirements. Correct unsafe acts and conditions. Identify workers with problems that could affect safety at the worksite. Follow up with interviews and referrals where necessary. Formulate health and safety rules, and inspect the workplace for hazards.

Rights to Health and Safety

If you are asked to supervise other workers, make sure you have been trained to do thejob and understand your responsibilities. Not only do you have a duty to work safely;as a worker you also have several basic rights related to health and safety: The right to know and be trained in safe work practices in all aspects of your job and how to recognize on-the-job hazards The right to supervision to make sure you can work with minimal risk The right to participate in health and safety matters, either directly or through a joint health and safety committee or worker representative The right to employer-provided safety equipment required for your job, although you are responsible for providing your own safety footwear and headgear. The right to refuse work, without being fired or disciplined for refusing, if you have reasonable cause to believe that the work process, equipment, or environment poses an undue risk of injury to you or another person.

Refusing Unsafe Work

 If you think a task is likely to endanger you or your co-workers, don’t be afraid to speak up. Follow these guidelines to refuse work that you believe is unsafe: Explain to your immediate supervisor why you’re not comfortable. If your immediate supervisor is unavailable or doesn’t give you a good answer, go to his or her supervisor. If you are still not satisfied, talk to your worker health and safety representative, a member of the joint committee, or a shop steward. If you are still unable to resolve the issue.

206EXERCISE1. Visit a retail organization or an Industry, interact with the employer and employees of the organisation/industry and ask the following questions and write their reply in not more than 50 words:

Questions for Employers

(i) What kinds of health care equipments are needed for fitness of employees in an organization? _________________________________________________________________________ _________________________________________________________________________ _________________________________________________________________________

Questions for Employees

(i) What experience do you have using different machines/types of equipment? Which are you most familiar with? _________________________________________________________________________ _________________________________________________________________________ _________________________________________________________________________

(ii) What types of items or equipment have you been required to keep good health care? _________________________________________________________________________ _________________________________________________________________________ _________________________________________________________________________

(iii) What types of items have you handled in your job? Were any of these items dangerous? _________________________________________________________________________ _________________________________________________________________________ _________________________________________________________________________

A. Fill in the blanks

1. Work stations must be adjustable to be able to accommodate the wide variety of _________ and __________ of retail workers. (heights, strengths)

207 2. Mechanical lifting devices should be used to lift ______ that are too heavy. (loads) 3. Fire extinguishers must be ___________ regularly to ensure that they are in good working order. (inspected) 4. Protection from the cold can be attained by wearing proper __________ and ______________ of your working situation. (clothing, redesigning)

2. Explain the responsibilities following stakeholders for workplace health and

safety:  Worker  Employer  Supervisor

3. What are the rights of worker for health and safety in a retail store?

CHECKLIST FOR ASSESSMENT ACTIVITY

Use the following checklist to see if you’ve met all the requirements for AssessmentActivity.

Part A Differentiated between hazardous and non-hazardous products. Differentiated between different types of hazards and chemicals.

Part BDiscussed in class the following: What kind of health care measures taken for handling machineries and equipments in the retrial business? What are the different types of hazardous products?

Part CPerformance StandardsThe Performance standards may include, but not limited to:

Performance Standards Yes No

Able to practice health care activities for reducing the health deceases Able to identify the health care measures taken for handling machineries and equipments in the retrial business

209 Session 3: Personal Grooming Techniques Relevant KnowledgeSkills & knowledge of self-care, social interactions & situational etiquette converts anindividual in to a bright Radiant being. Awareness & information is the core of anindividual. Being in vogue & showcasing taste & lifestyle is what helps in creating anattractive individual. The right attitude, grooming, presentations and conversations arethe key to a happy and peaceful relationship and journey ahead.

Being in sync with all situations of putting together a party of making the rightconversations, cooking up the best meals and showcasing the best spread, you can be amodern urban individual.

Come to the new beauty bible's going to go back to basics giving you the productstechniques and tips you need to maximize your assets. There is loads of hope; goodmakeup, skin & hair await you. The following skills to be learn: Basic Skin care Basic hair care & styles Basic Make up I Basic Make up II

Have a social success makeover. If you are poised & confident you will come acrossmore positively. You will project positive attitude. Your attitude will go to altitude.Walking with high heels to greeting someone, learn here are: Conversational skills Social graces (art of walking, sitting, greeting ) Deportment ( posture gesture )

Learn food techniques you would like to implement dining with style in formalrestaurant is great skill to be learned. Knowledge of stylish cutlery & crockery can giveprofessional touch to your food. Art of table presentation Art of dinning Introduction of crockery & cutlery Restaurant etiquette

210Diet to a perfect figure. What food to eat? From keeping fit to learning self-defense.Learn the secrets of different types of dressing. We believe every woman can develop apersonal style. It's just a matter of determining what works best for you. And that's whyfollowing are to be learnt. Diet & nutrition Elegance Art of dressing Self defense

The chef hats indicate the level of difficulty & the clock symbol the preparation time foreach. Learn the creativity to try new culinary experiences with international cuisines. Lebanese Mexican Thai Italian

Dressing for success includes more than just choosing the right outfit. To complete yourprofessional look you must also consider accessories and personal grooming.

You should always dress to impress clients, investors, and customers, because awinning sales pitch is not enough to seal the deal. A woman's professional appearanceneeds to support her professional accomplishments.

If your business attire is distracting because it is too sexy, drab, or colorful, yourbusiness contacts may focus on how you look, not on your business skills.

3. List out what are the personal grooming activities required for working in the retail outlets. _________________________________________________________________________ _________________________________________________________________________ _________________________________________________________________________ _________________________________________________________________________ _________________________________________________________________________

A. Fill in the blanks

1. Knowledge of stylish _______ and _________ can give professional touch to your food. (cutlery, crockery) 2. Learn __________ the to try new culinary experiences with international cuisines. (creativity) 3. To complete your professional look you must also consider _____________ and personal ________. (accessories, grooming) 4. Nail ______and nail _______ are not acceptable for business meetings. (art, jewels) 5. Every workplace has to provide some level of __________. (first aid)

B. Multiple Choice Questions

1. The following aspects are the key to a happy and peaceful relationship and journey ahead. a) Right attitude b) Grooming

212 c) Presentations d) Conversations e) All the above

2. A woman's professional appearance needs to support her professional.…….

a) Growth b) Ethics c) Development d) Accomplishments

3. Appropriate Jewelry for Business Women are

a) Should not be noisy b) Too large c) Costume jewelry d) All the Above

C. Short Answer Questions

1. What do you mean by personal grooming? 2. List out the personal grooming activities? 3. Explain the skills required for personal grooming? 4. What is the meaning of stylish cutlery and crockery?

CHECKLIST FOR ASSESSMENT ACTIVITY

Use the following checklist to see if you’ve met all the requirements for AssessmentActivity.

Part A Described the importance of personal grooming. List out the various personal grooming activities. Perform the personal grooming skills. Differentiated various equipment and creams used for personal grooming.

Part B Discussed in class the following:

213 What are the methods used for personal grooming? What are the equipments and material used for personal grooming?

Part CPerformance StandardsThe Performance standards may include, but not limited to:

Performance standards Yes No

Able to identify and describe the various equipment and materials usedfor personal grooming

Session 4: Personal Grooming Tips

Relevant Knowledge

IMPORTANT GROOMING TIPS

Perfumes, Scents, and Odors in the Workplace Do not let the first impression you make about yourself be your personal scent preferences. Avoid wearing perfume and heavily scented products in all business settings. You might like them, but they have no place in a business environment. Scents can trigger asthma, overpower a room, and are often more offensive than pleasing to others. Never smell like smoke (if you smoke in a car, your clothing will always pick up the odor).

How to Present Professional Looking Fingernails and Hands

Women often use their hands to talk with so they become a focal point. It is importantto have hands and fingernails looking professional -- not like you are heading out for awild night on the town.Nails should be clean, and trimmed or sculpted. Avoid wearing unusual or shockingnails colors. Nail art and nail jewels are not acceptable for business meetings.

Hairstyling Tips for Business Women

Style should be neat and conservative, and preferably off the face. With few exceptions,hair color should not be shocking or unusual (leave blue hair for Halloween). Hairsprays and gels that have a strong scent or odor should be avoided.

214Business Makeup AdviceKeep it simple and appropriate for daytime. Wearing no makeup at all is almost as badas wearing too much makeup.

Appropriate Jewelry for Business Women

Jewelry should not be noisy (no metal bangle bracelets), too large, or costume jewelry.Keep earrings small, simple, and above the earlobe.It is better to wear no jewelry at all, than too wear too much jewelry. But allbusinesswomen should at least wear a nice, conservative wristwatch.

Demonstrating that you care about your personal appearance communicates to theperson you are meeting with that they are important to you. Paying attention to thedetails of your appearance sends a message to others that you will also pay closeattention to business details, and the needs of your customers and clients.

What to do if you are injured on the job

By law, you are required to report any work-related injury to your supervisor and firstaid attendant as soon as possible.

First Aid Facilities

Every workplace has to provide some level of first aid. For a small, low-hazardworkplace close to a medical facility, a first aid kit may be all that is required. Largerworksites may require a first aid attendant and possibly a first aid room. During yourorientation, you should find out specific information about first aid procedures in theworkplace, including: How and when to report an injury Who to report the incident to Where to find a first aid attendant, first aid room, or first aid kit If transport to hospital is required, your employer is required to pay for it.

Reporting InjuriesFor injuries, this generally means you must have been working when you were hurtand the injury must have been caused by something to do with your job. For a disease,this means that the work or the work environment must cause the disease.

215Investigating AccidentsIf an accident happens, your employer should have a system for investigating it andreporting it to the management. Your responsibility in the process is to be as helpful asyou can to your employer and higher officers to get at the cause of the accident.

3. List out what are the personal grooming tips required for working in the retail outlets. _________________________________________________________________________ _________________________________________________________________________ _________________________________________________________________________ _________________________________________________________________________ _________________________________________________________________________ ________________________________________________________________________ _________________________________________________________________________ _________________________________________________________________________

216A. Fill in the blanks 1. Knowledge of stylish _______ and _________ can give professional touch to your food. (cutlery, crockery) 2. Learn __________ to try new culinary experiences with international cuisines. (creativity) 3. To complete your professional look you must also consider _____________ and personal ________. (accessories, grooming) 4. Nail ______and nail _______ are not acceptable for business meetings. (art, jewels) 5. Every workplace has to provide some level of __________. (first aid)

B. Multiple choice questions

1. The following aspects are the key to a happy and peaceful relationship and journey ahead. a) Right attitude b) Grooming c) Presentations d) Conversations e) All the above

2. A woman's professional appearance needs to support her professional.…….

a) Growth b) Ethics c) Development d) Accomplishments

3. Appropriate Jewelry for Business Women are

a) Should not be noisy b) Too large c) Costume jewelry d) All the Above

217C. Short Answer Questions 1. What is the meaning of stylish cutlery and crockery? 2. Explain major grooming tips for businesswomen?

CHECKLIST FOR ASSESSMENT OF ACTIVITY

Use the following checklist to see if you’ve met all the requirements for AssessmentActivity.

Part A

 Perform the personal grooming skills.

 Differentiated various equipment and creams used for personal grooming Tips.

Part Ba) What are the equipments and material used for personal grooming?b) What are the major personal grooming tips?

Part CPerformance StandardsThe Performance standards may include, but not limited to:

Performance Standards Yes No

Able to practice personal grooming tips

218 ChecklistThis checklist can be used as an aid in assessing and controlling hazards in the retailsector. The checklist is not an exhaustive list of items to be addressed as there may bespecific hazards relevant to your workplace.If you answer NO to any of the following questions, you need to put corrective actionin placeManagement of Health and Safety Yes No What A Date Action Corrective Required Action to be ImplementedHave you prepared a safety statementHave staff been made aware of the safety statementHave you identified hazardsHave you prepared a risk assessmentHave you put required controls in placeHave you recorded all the risk assessment & controls inyour safety statementDo you review this safety statement atleast annuallyDo you revise your safety statement whenever newhazards are introducedHave employees received adequate informationHave employees received adequate instruction & trainingto enable them to carry out duties safelyIs there a system in place to ensure non-English speaking employees understand the safetytraining, rules and proceduresA-Z of Hazards:BULLYINGIs there a written bullying prevention policyHave staff been made aware of the policyDo staff have access to this policyCHEMICALSAre staff provided with information on any chemicalsthey may useAre they aware not to mix chlorine bleaches with otherchemicalsDo they have appropriate personal protectiveequipment(PPE) e.g. gloves, masks, apronsAre cleaning agents stored safely away

219Are safety data sheets available (SDS’s)COLD ROOMSAre suitable gloves provided for handling frozen surfacesand productsIs there proper storage to avoid excessive bending,twisting or reachingIs there a means of opening a cold room door from theinsideIf locked at night, is there a procedure to ensure no one istrapped insideELECTRICITYAre leads & sockets regularly checked for wear & frayingHave you a Residual Current Device (RCD)Are all RCD’s tested every 6 monthsHave you investigated causes for trip switches if they areactivatedFIREIs rubbish removed frequentlyAre escape routes clearAre emergency exits unlockedDo emergency exits open outwardsAre fire extinguishers providedAre fire extinguishers maintainedAre staff aware of procedure in event of fireAre fire drills carried out at least twice/yearCan disabled persons be evacuated safelyFIRST AIDIs suitably marked & easily accessible 1stAid equipment providedAre first aid boxes checked and maintained regularlyIs a qualified 1st aider available or suitable arrangementsmade with neighboring premisesAre names, addresses & telephone numbers of localemergency services clearly displayedLOADING/UNLOADINGIs there a designated area for loading/ unloadingIs this area blocked off from pedestrians until loading iscompleteAre timber pallets checked regularly for defectsAre staff trained in use of pallet trucksIf fork lift trucks are used, is there a trained

220FLT DriverIs FLT certifiedMACHINERY AND EQUIPMENTDoes all machinery have guards in place (e.g.slices/mincers)Do staff know to unplug or isolate equipment beforecleaning or maintaining itAre compactor safety interlock switches operating toprevent access while in operationAre compactors located away from publicAre employees instructed in risks and correct use of allmachineryMANUAL HANDLINGHave you carried out a risk assessment of remainingmanual handling tasksCan large loads be broken down to acceptable weightsHave you provided lifting aids such as trolleys, pallettrucks, lifts etc for necessary manual handling tasksHave you arranged storage areas so twisting, turning andoverreaching is minimizedHave you minimized the need to reach above shoulderheightHave you minimized tasks involving awkward posturesSENSITIVE RISK GROUPSA) CHILDREN & YOUNG PERSONSHave you carried out a risk assessment before employinga child (under 16) or young person (16 or over but lessthan 18yrs) taking into account their lack of experience,absence of awareness of potential risks or lack of maturityB) NIGHT WORK & SHIFT WORKHave you carried out a night work risk assessmentHave you taken appropriate steps, if any, to protect thesafety & health of a night/shift workerC) PREGNANT EMPLOYEESHave you assessed any specific risks to a pregnantemployee to ensure that she is not exposed to anything inthe workplace that will damage either her safety or healthor that of her developing child.If there are specific risks, have you put measures in placeto ensure exposure to the risk is avoided for pregnantemployee

221SLIPS, TRIPS AND FALLSAre aisles, stairs and working areas kept clearAre trailing cables rerouted or tied downHave you a system in place for cleaning spillagesimmediately Is flooring in good conditionAre adequate levels of lighting provided and maintainedSTORAGE AND RACKINGAre boxes stored safely to prevent objects falling orcollapsingAre there safe means of transporting goods between floorsAre there safe means to access goods e.g. platform stepsIs racking/storage shelving secure, stable & suitable toprevent risk of material fallingVIOLENCEAre staff trained to deal with aggression/violenceHave you reduced the amount of available cash usingtime locked safes etcHave you a private area for counting/managing cashHave you a system in place to deter violence e.g.signs/security/surveillance equipmentHave you means of raising the alarmHave you a system in place for lone workersDo staff vary routes/times to bankHave you identified higher risk times & put extraprecautions in placeWELFARE FACILITIESAre comfortable temperatures maintained – a minimumof 16c for light work, 17.5c for sedentary office workIs sufficient fresh air providedAre adequate sanitary and washing facilities providedAre there suitable and adequate facilities for taking mealsand boiling waterIs there an adequate supply of potable drinking waterDo you provide seating where employees can sit as wellas stand to do workWORK RELATED STRESSHas a risk assessment been carried out for work relatedstress